Presenting a Consumer Behavior Model Based on User-Generated Content (UGC) on Social Networks

Subject Areas : Business Management

Sepahdar Rahnama ¹ , Marzyeh Zendehdel ² , Mir Hadi Moazen Jamshidi ³

1 - PhD Candidate, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.
2 - Assistant Professor, Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran
3 - Assistant professor, Payame Noor University, Tehran, Iran

Received: 2024-10-06 Accepted : 2025-02-07 Published : 2025-03-14

Keywords: User-generated Content, Consumer Behavior, Customer Actions, Customer Sentiment and Attitude. ,

Abstract :

The present study aims to design a consumer behavior model based on user-generated content (UGC) in social networks based on mixed research and with a descriptive-exploratory approach. The statistical population to create user-generated content in social networks to explain the elements of the model includes all customers of Bank Sepah in Tehran who have been actively present in social networks. Also, the statistical population for the structural-interpretive modeling stage includes experts from the banking system and academia active in the field of content marketing. The statistical sample of experts was 15 people and was selected using a purposeful judgmental method. The data collection tool includes user-generated content by Bank Sepah customers on social networks and the bank's website to identify themes and categories related to consumer behavior and an expert-based questionnaire to level the themes and present the model. The validity of the measurement tools has been confirmed by the content method and its reliability by the consensus percentage coding method. Data analysis was performed in the qualitative part using thematic analysis method and in the quantitative part using the structural-interpretive modeling (ISM) method. The results of the thematic analysis resulted in the identification of themes and categories related to consumer behavior in the banking industry. Also, in the second part, based on the identified themes and categories and using the structural-interpretive modeling method, a consumer behavior model based on the analysis of user-generated content in social networks was designed, which was presented at six levels, including themes such as "Development of brand marketing processes", "Social development of the brand", "Customer actions on the brand", "Customer actions on other customers", "Customer feelings and negative attitudes", "Customer feelings and positive attitudes", "Customer expectations based on user-generated content", and "Requirements and conditions for producing user-generated content".

References:

Agarwal, A., Kumar, A., Nanavati, A., & Rajput, N. (2010). User-generated content creation and dissemination in rural areas. Information Technologies & International Development, 6, 21–37.
Bahreinizadeh, M., & Hosseini, M. (2018). Predictions and aftermath of impulse buying behaviour: Determining Priorities and Presenting the Model Using the Delphi and Dimetall Combined Method. Journal of Business Strategies 25(11), 1-19.
Chu, L. C. (2010). Flow experience of knowledge workers: a case study of a Taiwanese consultancy. Journal of International Management Studies, 5, 216–226.
Deh Yadegari, S. (2016). Design and explanation of consumer behavior analysis model based on Islamic-Iranian teachings [PhD thesis, Tarbiat Modares University]. International Marketing Management.[In Persian]
Do Paco, A., Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal of Cleaner Production, 207, 998-1006.
Geurin, A. N., & Burch, L. M. (2017). User-generated branding via social media: An examination of six running brands. Sport Management Review, 20(3), 273-284.
Ho, C. W. (2015). Identify with community or company? An investigation on the consumer behavior in Facebook brand community. Telematics and Informatics, 32(4), 930-939.
Kheiri, B., & Fathali, M. (2015). Investigating the affecting factors on the purchase intention of luxury products. Journal of Marketing Management, 26, 1-24.
Khodad Hosseini, H., Samiei, N., & Ahmadi, P. (2018). The impact of social media marketing on consumer behavior; examining the role of brand equity, brand relationship quality and brand attitude. Quarterly Journal of Consumer Behavior Studies, 5(1), 37-59. [In Persian]
Koivisto, E., & Mattila, P. (2018). Extending the luxury experience to social media–User-Generated Content co-creation in a branded event. Journal of Business Research, 117(5). https://doi.org/10.1016/j.jbusres.2018.10.030
Kostadinova, E. (2016). Sustainable Consumer Behavior: Literature Overview. Economic Alternative, 2, 224-234.
Li, X., Zhao, X., & Pu, W. (2020). Measuring ease of use of mobile applications in e-commerce retailing from the perspective of consumer online shopping behaviour patterns. Journal of Retailing and Consumer Services, 55, 93-102.
Lin, W. B., Wang, M. K., & Hwang, K. P. (2010). The combined model of influencing online consumer behavior. Expert Systems with Applications, 37, 3236–3247.
Liu, X. (2020). Analyzing the impact of user-generated content on B2B Firms' stock performance: Big data analysis with machine learning methods. Industrial Marketing Management, 86, 30-39.
Mirbaha, F. (2019). The use of user-generated content in marketing. Media, 30(4), 129-148.
Moon, Y., Kim, W., & Armstrong, D. (2014). Exploring neuroticism and extraversion in flow and user generated content consumption. Information & Management, 51, 347–358.
Naeem, M. (2019). Understanding the role of social networking platforms in addressing the challenges of Islamic banks. Journal of Management Development 38(8), 664-680. https://doi.org/10.1108/JMD-04-2019-0107
Nelson, P. (2016). Information and consumer behavior. Journal of political economy, 78(2), 311-329.
OECD. (2007). Working Party on the Information Economy, PARTICIPATIVE WEB: USER-CREATED CONTENT. Organisation for Economic Co-operation and Development.
Pourkiyani, M., Pourshahabi, V., & Farzan, F. (2014). Leadership styles and organizational learning. Journal of Applied Sciences Research, 10(6), 615-624.
Pourshahabi, V., Pourkiani, M., Roodi, M. Z., & Sheikhi, A. (2018). Prioritizing the Sustainable Development Components to improve the level of Development with Analytical Hierarchy Process (Case Study: Sistan and Baluchestan province of Iran) Expand this title to reflect content and context. Journal of Economic Cooperation & Development, 39(4), 103-125. https://www.proquest.com/openview/052f3929696b769819e40704093884f6/1?pq-origsite=gscholar&cbl=1096395
Roshandel Arbatani, A., Ameli, S. R., & Haji Jafari, M. (2016). Feasibility study of the application of user-friendly content in content marketing processes, a case study of Digikala. New Media Studies Quarterly, 2(7). [In Persian]
Sohrabi, S., & Aghighi, M. (2018). The Effects of Cognitive and Emotional Assessment of Consumers on Diversification of Purchasing in Chain Stores. Journal of Afagh Humanities, 14, 29-46.
Taghikhah, F., Voinov, A., Shukla, N., & Filatova, T. (2020). Exploring consumer behavior and policy options in organic food adoption: Insights from the Australian wine sector. Environmental Science & Policy, 109, 116-124.
Taqdeemi, T., Meshbaki Esfahani, A., Salehi Amiri, R., & Navabakhsh, M. (2019). Designing a marketing model for cultural product exports according to consumer behavior. Bi-Quarterly Journal of Consumer Studies, 6(1), 311-332. [In Persian]
Turkyilmaz, C., Erdem, S., & Uslu, A. (2015). The Effects of Personality Traits and Website Quality on Online Impulse Buying. Procedia-Social and Behavioral Sciences, 98-105.