Formation of Social Brand Engagement through User-Generated Content: Meta Synthesis Technique

محورهای موضوعی : Marketing

Zaniyar ghorbani ¹ , Tohfeh Ghobadi Lamuki ² , Alireza pir hayati ³ , Behrooz Bayat ⁴

1 - Ph.D. Candidate, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
2 - Assistant Prof, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
3 - Assistant Prof, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
4 - Assistant Prof, Department of Information Science and Epistemology, Hamedan Branch, Islamic Azad University, Hamedan, Iran.

تاریخ دریافت : 1403/04/03 تاریخ پذیرش : 1403/05/13 تاریخ انتشار : 1403/09/21

کلید واژه: Social Brand, Brand Engagement, Meta-Synthesis, User-generated contents,

چکیده مقاله :

Nowadays, social brand engagement is considered as a vital elements and an important issue in marketing and management fields, since it increases the awareness of brand and also its credibility among audiences. In such a way that it creates a credible and meaningful relationship with customers that at last they became the supporters of such brand. Therefore, this study was to review the issue of social brand engagement through user-generated contents using meta-synthesis method during 2010-2024, systematically. This study made use of documentary method to gather data and population consisted of all internal and external related studies in authentic journals. To evaluate the quality of researches, we made use of Critical Appraisal Skills Program (CASP) and to maintain the quality of meta-synthesis, we made use of Kappa index that the Kappa agreement coefficient of the themes was 0.879 indicating the level of good agreement and reliability of the results. Findings showed that 62 codes and 7 themes were identified including “the use of strategies to increase user participation in UGC, the use of user content in UGC in marketing campaigns, harnessing the power of customer testimonials, creating compelling challenges and contests, using and creating a community around the brand, analyzing the impact of UGC and paying attention to the intersection of legal considerations and ethical procedures in the field of UGC campaigns for the formation of social brand engagement” and 2 dimensions have been identified including “the development of the process of using UGC and the internalization of UGC in the formation and increase of social brand engagement”. Therefore, regular disclosing brand-related contents and creating effective communication channels between the firm and customers on social media can lead to social brand engagement.

چکیده انگلیسی:

Nowadays, social brand engagement is considered as a vital elements and an important issue in marketing and management fields, since it increases the awareness of brand and also its credibility among audiences. In such a way that it creates a credible and meaningful relationship with customers that at last they became the supporters of such brand. Therefore, this study was to review the issue of social brand engagement through user-generated contents using meta-synthesis method during 2010-2024, systematically. This study made use of documentary method to gather data and population consisted of all internal and external related studies in authentic journals. To evaluate the quality of researches, we made use of Critical Appraisal Skills Program (CASP) and to maintain the quality of meta-synthesis, we made use of Kappa index that the Kappa agreement coefficient of the themes was 0.879 indicating the level of good agreement and reliability of the results. Findings showed that 62 codes and 7 themes were identified including “the use of strategies to increase user participation in UGC, the use of user content in UGC in marketing campaigns, harnessing the power of customer testimonials, creating compelling challenges and contests, using and creating a community around the brand, analyzing the impact of UGC and paying attention to the intersection of legal considerations and ethical procedures in the field of UGC campaigns for the formation of social brand engagement” and 2 dimensions have been identified including “the development of the process of using UGC and the internalization of UGC in the formation and increase of social brand engagement”. Therefore, regular disclosing brand-related contents and creating effective communication channels between the firm and customers on social media can lead to social brand engagement.

منابع و مأخذ:

Advani, M., Gokhale, N. (2023). Influence of brand-related user generated content (UGC) and brand engagement on Instagram. AIP Conference Proceedings.
Aljarah, A., Sawaftah, D., Ibrahim, B., & Lahuerta-Otero, E. (2024). The differential impact of user-and firm-generated content on online brand advocacy: customer engagement and brand familiarity matter. European Journal of Innovation Management, 27(4), 1160-1181.
Altschwager, T., Dolan, R., & Conduit, J. (2018). Social brand engagement: How orientation events engage students with the university. Australasian Marketing Journal (AMJ), 26(2), 83–91. https://doi.org/10.1016/j. ausmj.2018.04.004
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27.
Balmer, J. M. (2001). Corporate identity, corporate branding and corporate marketing-seeing through the fog. European journal of marketing, 35(3/4), 248-291.
Barbosa dos Santos, M. L. (2021). The “so-called” UGC: an updated definition of user-generated content in the age of social media. Emerald Publishing. DOI 10.1108/OIR-06-2020-0258.
Bazi, S., Hajli, A., Hajli, N., Shanmugam, M., Lin, X. (2019). Winning engaged consumers The rules of brand engagement and intention of co-creation in social commerce. Information Technology & People. 33 (2), 456-476.
Bemmes, K. (2023). Social Media Use and engagement: Continuing with the OHIO school wellness initiative. Master of Science. Miami University.
Boerman, S. C., & Kruikemeier, S. (2016). Consumer responses to promoted tweets sent by brands and political parties. Computers in human behavior, 65, 285-294.
Chaffey, D. (2016). Global social media research summary 2016. Smart Insights: Social Media Marketing.
Cheng, E., & Khan, N. (2017). Game of Trust: Brand-generated content vs Consumer-generated advertising - A qualitative study of Arla Foods. Master Thesis, Uppsala University, Business Studies, Uppsala.
Cheung, M. L., Pires, G. D., Rosenberger, P., De Oliveira, M. J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence & Planning. 38 (4), 523-541.
Chorana, A., Cherroun, H. (2020). User Generated Content and Engagement Analysis in Social Media case of Algerian Brands. Laboratoire d’informatique et Mathématiques. 15 (1), 1-19.
Demba, D., Chiliya, N., Chuchu, T., Ndoro, T. (2019). How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services. Communicare. 38 (1), 136-149.
Dhaoui, Ch., Webster, C. M. (2020). Brand and consumer engagement behaviors on Facebook brand pages: Let's have a (positive) conversation. International Journal of Research in Marketing. 3, 1-21.
Diffley, S., McCole, P., & Carvajal-Trujillo, E. (2018). Examining social customer relationship management among Irish hotels. International Journal of Contemporary Hospitality Management, 30(2), 1072-1091.
Evans, D. (2022). Social Media Marketing: An Hour a Day (2nd ed.). Sybex.
Farzana, Q., Salam, A., Zeinali, Z. (2015). User Generated Content and Internet User's Brand Engagement. Advanced Science Letters. 21 (10), 3318-3320(3).
Gârdan, I.P.; Mauri, A.; Dumitru, I.; Gârdan, D.A.; Maican, S.S, .; Moise, D. User-Generated Multimedia Content Impact on the Destination Choice: Five Dimensions of Consumer Experience. Electronics 2022, 11, 2570. https://doi.org/10.3390/electronics11162570
Gharakhani, M., Pourhashemi, S.O (2020). Analyzing the Influential Factors of Social Media on Insurance Decision Making. Journal of Sciences and Technology Parks and Incubators. 67 (17), 41-50.
Gkikas, D.C., Tzafilkou, K., Theodoridis, P. K., Garmpis, A. (2022). How text characteristics impact user engagement in social media posts do: Modeling content readability, length, and hashtags number in Facebook. International Journal of Information Management Data Insights. 2 (2022), 1-9.
Golmohammadi, K. (2018). Effective factors on customers’ engagement in virtual space. Masters’ degree thesis. University of Alameh Tabataiee.
Hao, R., Liang, X. and Meng, H. (2024), "Brand engagement and community user behaviors in online interest communities: exploring a moderated mediation model", Asia Pacific Journal of Marketing and Logistics, Vol. 36 No. 2, pp. 512-530. https://doi.org/10.1108/APJML-06-2023-0503
Hatim Abuljadail, M. (2017). Consumers’ engagement with local and global brands on facebook in saudi arabia. Submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
Ibrahem Ghaly, M. (2023). The influence of user-generated content and social media travel influencers credibility on the visit intention of Generation Z. Journal of Association of Arab Universities for Tourism and Hospitality, 24(2), 367-382. doi: 10.21608/jaauth.2023.218047.1477
Jiao, Y., Ertz, M., Jo, M., & Sarigollu, E. (2018). Social value, content value, and brand equity in social media brand communities: A comparison of Chinese and US consumers. International Marketing Review, 35(1), 18–41. doi:10.1108/IMR-07-2016-0132.
Kaplan, A. M., M. Haenlein. (2012). Users of the world, unite! The challenges and opportunities of social media. Business Horizons 53(1), 59-68.
Khajuria, R., Khajuria, L. (2017). A Study of User-Generated Content on Social Networking Sites and its Impact on Consumer-Based Brand Equity Constructs. Global Journal of Management and Business Research: E Marketing. 17 (1), 1-9.
Kim, A. J. (2014). Power of consumers: examining the influence of brandrelated user-generated content on consumer response. A dissertation submitted to the faculty of University of Minnesota, for the degree of doctor of philosophy.
Ko, E., Kim, D., Kim, G. (2022). Influence of Emojis on user engagement in brand-related user generated content. Computers in human behavior. 136 (2022), 107-117.
Kozinets, R. V. (2014). Social brand engagement: A new idea. NIM Marketing Intelligence Review, 6(2), 8-15.
Lampeitl, A., Åberg, P. (2017). The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content A Mixed Method Approach to Measuring Influencer Marketing’s Effect on Customer-Based Brand Equity and Customers’ Willingness to Post Brand-Promoting Content on Instagram. International Marketing & Brand Management.
Li, X. (2022). Research on the User-Generated Content in Brand Marketing. Advances in Economics, Business and Management Research. Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development. 15, 1711-1714.
Liayanti, D. H., Syah, T. Y. R., Indradewa, R., Edastama, P., & Author, C. (2022). Customer Brand Engagement in Relationship Quality and Brand Loyalty During Pandemis in the Field of Communication Technology and Communication. American International Journal of Business Management (AIJBM), 5(02), 59-67.
Lim, W. M., Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research. 148 (2022), 325-342.
Liu, L., Liu, R., Lee, M., Chen, J. (2019). When will consumers be ready? A psychological perspective on consumer engagement in social media brand communities. Internet Research. Doi: 10.1108/intR-2017-0177.
Loureiro, S. M. C. (2017). Antecedents and outcomes of online brand engagement. The role of brand love on enhancing electronic-word-of-mouth. Online Information Review. 41 (7), 985-1005.
Malthouse, E., Calder, B. J., Kim, S. J., Vandenbosch, M. (2019). Evidence that User Generated Content that Produces Engagement Increases Purchase Behaviors. Journal of Marketing Management. DOI: 10.1080/0267257X.2016.1148066
Mathur, S., Tewari, A., Singh, A. (2021). Modeling the Factors affecting Online Purchase Intention: The Mediating Effect of Consumer’s Attitude towards User- Generated Content. Journal of Marketing Communications. Journal Of Marketing Communications. https://doi.org/10.1080/13527266.2021.1936126.
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166-186.
McCreadie, K. (2012). News Vertical Search using User-Generated Content. Doctor of Philosophy. University of Glasgow.
McNally, M. B., Trosow, S. E., Wong, L., Whippey, C., Burkell, J., & McKenzie, P. J. (2012). User-generated online content 2: Policy implications. First Monday, 17(6). doi:10.5210/fm.v17i6.3913
McShane, L., Pancer, E., Poole, M., Deng, Q. (2021). Emoji, Playfulness, and Brand Engagement on Twitter. Journal of Interactive Marketing. 53 (2021), 96-110.
Meehan, m. (2018). Applying social identity theory to the social media content strategy of a global brand: the role of brand- and user-generated content in global social identification. Degree of Master of Commerce in International Business. Victoria University of Wellington.
Mirbaha, F. (2019). Application of user-generated content in marketing. Journal of Media. 30 (4), 129-148.
Mohammad, J., Quoquab, F., Thurasamy, R., Alolayyan, M. N. (2020). The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values. Journal of Electronic Commerce Research. 21 (1), 39-55.
Monfort, A., & Villagra, N. (2016). Corporate social responsability and corporate foundations in building responsible brands. El profesional de la información (EPI), 25(5), 767-777.
Moran, G., Muzellec. L., Johnson, D. (2019). Message content features and social media engagement: evidence from the media industry. Journal of Product & Brand Management. 29/5 (2020) 533–545.
Moser, Ch., Eijkeren, A. V. (2016). User-generated content? Get serious! Understanding the interactions between organisations and customers on social media. International Journal of Business Environment. 8(3):284 DOI:10.1504/IJBE.2016.079696
Naeem, M., Ozuem, W. (2021). Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands. Journal of Brand Management (2021) 28:510–525
Naidoo, C., & Abratt, R. (2018). Brands that do good: Insight into social brand equity. Journal of Brand Management, 25, 3-13.
Noblit, G. W., Hare, R. D., & Hare, R. D. (1988). Meta-ethnography: Synthesizing qualitative studies (Vol. 11). Sage.
Nyein, K. N. (2019). The Impact of User Generated Content on Purchase Intention Among Facebook and Instagram Users: Case Study of Food & Beverage Industry in Yangong, Myanmar. Bangkok University.
Osei-Frimpong, K., McLean, G. (2017). Examining Online Social Brand Engagement: A Social Presence Theory Perspective. Technological Forecasting & Social Change. DOI: https://doi.org/10.1016/j.techfore.2017.10.010.
Osei-Frimpong, K., Mclean, G., Islam, N., Appiah Otoo, B. (2022). What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement. Journal of Business Research. 146 (2022), 288-307.
Perera, C. H., Nayak, R., & Nguyen, L. T. V. (2022). Social brand engagement and brand positioning for higher educational institutions: an empirical study in Sri Lanka. Journal of Marketing for Higher Education, 32(2), 179-196.
Phua, J., Venus Jin, S., Kim, J. (2019). Pro-veganism on Instagram Effects of user-generated content (UGC) types and content generator types in Instagram-based health marketing communication about veganism. Online Information Review. 44 (3), 685-704.
Pramesti, K. D., Alversia, Y. (2022). The Influence of Attitude toward User Generated Content (UGC) in TikTok on Purchase Intention. GCBME. 255, 630-639.
Puligadda, S., Coyle, J. R., Ni, J. (2021). Are you engaged? The influence of brand schematicity on online brand engagement and brand purchase. Journal of Research in Interactive Marketing. 15 (4), 709-728.
Renton, M., & Simmonds, H. (2017). Like is a verb: exploring tie strength and casual brand use effects on brand attitudes and consumer online goal achievement. Journal of Product & Brand Management, 26(4), 365-374.
Rossolatos, G. (2020). The depth of brand engagement funnel: dimensionalizing interaction in social media brand communities. Qualitative Market Research: An International Journal. 24 (2), 200-220.
Sandelowski, M., & Barroso, J. (2007). Handbook for synthesizing qualitative research. springer publishing company.
Schivinski, B., Muntinga, D. G., Pontes, H. M., Lukasik, P (2019). Influencing COBRAs: the effects of brand equity on the consumer's propensity to engage with brand-related content on social media. Journal of Strategic Marketing. 29: 1–23. doi:10.1080/0965254X.2019.1572641
Shabani, V. (2020). The effect of user-generated content (UGC) on customers' purchase intention with the mediating role of credibility and perceived usefulness (Case Study: Buyers of mobile in Tehran city). Masters’ degree thesis. Payam Noor University of West Tehran.
Smith, A.N., Fischer, E. and Yongjian, C. (2012), “How does brand-related user-generated content differ across YouTube, Facebook, and Twitter?”, Journal of Interactive Marketing, Vol. 26 No. 2, pp. 102-113.
Statista. (2018). How do online customer reviews affect your opinion of a local business? Available at https://www.statista.com/statistics/315751/online-review-customer-opinion
Stelzner, M. A. (2016) Social media marketing industry report. Social Media Examiner. https://www.socialmediaexaminer.com/wpcontent/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf (last accessed January 11, 2018).
Sykora, M., Elayan, S., Hodgkinson, I. R., Jackson, T. W., West, A. (2022). The power of emotions: Leveraging user generated content for customer experience management. Journal of Business Research. 144 (2022) 997–1006.
Thomas, T. G. (2020). "How User Generated Content Impacts Consumer Engagement," 2020 8th International Conference on Reliability, Infocom Technologies and Optimization (Trends and Future Directions) (ICRITO), Noida, 562-568, doi: 10.1109/ICRITO48877.2020.9197985.
Timoshenko, A. (2018). Identifying Customer Needs from User‐Generated Content. Master Degree. Massachusetts University.
Tsai, Y. H., Joe, S. W., Lin, C. P., Chiu, C. K., & Shen, K. T. (2015). Exploring corporate citizenship and purchase intention: mediating effects of brand trust and corporate identification. Business Ethics: A European Review, 24(4), 361-377.
Williams, R., van der Wiele, T., van Iwaarden, J., & Eldridge, S. (2020). The importance of user-generated content: The case of hotels. The TQM Journal, 22(2), 117–128. doi:10.1108/17542731011024246.
Wong, A., Lee, M. (2022). Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital. Journal of Retailing and Consumer Services. 65 (2022), 1-14.
Wunsch-Vincent, S., & Vickery, G. (2017). Participative web and user-created content: Web 2.0, wikis and social networking, 2007. Organisation for Economic Cooperation and Development (OECD). Disponível em:< http://www. oecd. org/dataoecd/57/14/38393115. pdf>. Acesso em dez.
Yadav, M., K. Valck, T. Hennig-Thurau, D. Hoffman, M. Spann. (2013). Social commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing 27(4), 311-323.
Yang, M., Ren, Y., Adomavicius, G. (2019). Understanding User-Generated Content and Customer Engagement on Facebook Business Pages. University of Minnesota.
Zhang, X., Yu, Y., Li, H., & Lin, Z. (2016). Sentimental interplay between structured and unstructured user-generated contents. Online Information Review, 40(1), 119–145. doi:10.1108/OIR-04-2015-0101.
Zhao, K., Zhang, P., Lee, H-M. (2022). Understanding the impacts of user- and marketer- generated content on free digital content consumption. Decision Support Systems. 154 (2022), 113684.