Evidence that user-generated content that produces engagement increases purchase behaviours

Edward Carl Malthouse*, Bobby Calder, Su Jung Kim, Mark Vandenbosch

*Corresponding author for this work

Research output: Contribution to journalArticle

44 Scopus citations

Abstract

ABSTRACT: The use of social media environments that enable consumers to engage with a brand publicly is of increasing interest to marketers. In particular, contests in which consumers create user-generated content (UGC) offer the potential of actively engaging consumers with a brand and thereby directly affecting consumer purchases. This research demonstrates that prompting consumers to create UGC that engages consumers in actively thinking about or elaborating on a personal goal that is relevant to a brand does affect actual buying decisions. It shows that the impact of this engagement via content elaboration is not accounted for by mere participation in the social media activity or rewards offered to participants. The research adds to the growing literature on the importance of consumer engagement and validates the link between engagement and actual purchase behaviours.

Original languageEnglish (US)
Pages (from-to)427-444
Number of pages18
JournalJournal of Marketing Management
Volume32
Issue number5-6
DOIs
StatePublished - Mar 23 2016

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Keywords

  • User-generated content
  • customer experience
  • elaboration likelihood model
  • engagement
  • social media

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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