Analyzing the Effect of User-generated Content Management on Brand Social Engagement with the Mediating Role of Brand Trust and User Interaction
Subject Areas : Business Management
Zaniyar Ghorbani
1
,
Tohfeh Ghobadi Lamuki
2
,
Alireza Pirhayati
3
,
Behrooz Bayat
4
1 - 1. Ph.D. Candidate, Management Department, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
2 - 2. Assistant Prof. Management Department, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
3 - 2. Assistant Prof. Management Department, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
4 - 3. Assistant Prof. Department of Information Science and Epistemology, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
Keywords: User-generated Content, Brand Social Engagement, Insurance Industry. ,
Abstract :
The present research was conducted with the aim of investigating the relationship between the management and use of the potential of the content produced by users and the social involvement of the brand, taking into account the mediating role of trust in the brand and interaction with users. In terms of the purpose of this research, it is of the type of applied studies, in terms of the nature of descriptive-correlation, and it has tried to achieve the goals of the research by using structural equations. The statistical population of the research was all the users of sales sites and social media and communication networks of Iran, Asia, Novin, Alborz, Pasargad and Parsian insurance companies (4500 people), from which 305 users were selected as the final sample by cluster sampling method. Data were analyzed by partial least squares method using PLS-3 software. The findings of the research showed that the management of user-generated content and the use of the potential of user-generated content have a positive effect on brand social engagement, and building trust and increasing interaction with users through user-generated content plays a mediating role in the positive impact of user-generated content management. By users and using its potential on the social involvement of the brand. Also, the findings showed that advertising stimulation, corporate responsibility, consumer value perception and product assignment have a positive relationship with brand social involvement.
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