Brand-related user-generated content on social media: the roles of source and sponsorship

Kim Mikyoung; Lee Mira

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Brand-related user-generated content on social media: the roles of source and sponsorship

机译：社交媒体的品牌相关的用户生成内容：来源和赞助的角色

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摘要

Purpose - The purpose of this paper is to investigate how the source of brand-related user-generated content (UGC) (a close friend vs a celebrity) interacts with content sponsorship (organic UGC vs sponsored UGC) to influence consumer causal attributions, brand attitude, and intention to comply with the recommendation.

机译：目的 - 本文的目的是调查品牌相关的用户生成内容（UGC）的来源（UGC）（一位密切的朋友VS名人）与内容赞助（有机UGC VS赞助的UGC）互动，以影响消费者因果关系，品牌态度，并意图遵守推荐。

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《Internet Research: Electronic Networking Applications and Policy》 |2017年第5期|共19页
作者
Kim Mikyoung; Lee Mira;
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作者单位

Hongik Univ Sch Advertising &

Publ Relat Sejong South Korea;

Chung Ang Univ Business Sch Seoul South Korea;

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原文格式 PDF
正文语种 eng
中图分类计算机的应用;
关键词
Social media; Brand-related UGC; Causal attribution; Content sponsorship; Source;

机译：社交媒体;品牌相关的UGC;因果归因;内容赞助;来源;

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专利

1. Brand-related user-generated content on social media: the roles of source and sponsorship [J] . Kim Mikyoung, Lee Mira Internet Research: Electronic Networking Applications and Policy . 2017,第5期

机译：社交媒体的品牌相关的用户生成内容：来源和赞助的角色
2. Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook [J] . Kim Angella J., Johnson Kim K. P. Computers in Human Behavior . 2016,第May期

机译：消费者使用社交媒体的力量：研究与品牌相关的用户生成内容对Facebook的影响
3. Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content [J] . Kitirattarkarn Gauze P., Araujo Theo, Neijens Peter The Journal of Advertising . 2019,第2期

机译：挑战传统文化？个人和国家集体主义-个体主义如何通过与品牌相关的用户生成内容来缓和内容特征和社会关系对消费者参与的影响
4. Social Media’s and Online User-Generated Content’s Role in Services Advertising [C] . Stavrianea A., Androniki Kavoura International Conference on Integrated Information . 2015

机译：社交媒体和在线用户生成的内容在服务广告中的角色
5. Spatial-Temporal Analysis of Information Diffusion Patterns with User-Generated Geo-Social Contents from Social Media [D] . Yang, Jiue-An Jay. 2017

机译：用户从社交媒体生成的地理社交内容的信息扩散模式的时空分析
6. Social media as a space for support: Young adults perspectives on producing and consuming user-generated content about diabetes and mental health [O] . Gillian Fergie, Kate Hunt, Shona Hilton -1

机译：社交媒体作为支持的空间：年轻人对产生和消费用户生成的有关糖尿病和心理健康的内容的观点
7. How does brand-related user-generated content differ across social media? Evidence reloaded [O] . Paolo Roma, Davide Aloini 2019

机译：品牌相关的用户生成的内容如何在社交媒体上不同？证据重新加载

Brand-related user-generated content on social media: the roles of source and sponsorship

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