How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?
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Content analysis of brand-related user-generated content across social platforms; a marketing question.
The object is brand-related consumer communication on social media, not research itself.
Marketing study of brand-related social media content; object is consumer communication, not research.
Résumé
This study tests hypotheses regarding differences in brand-related user-generated content (UGC) between Twitter (a microblogging site), Facebook (a social network) and YouTube (a content community). It tests them using data from a content analysis of 600 UGC posts for two retail-apparel brands (Lululemon and American Apparel), which differ in the extent to which they manage social media proactively. Comparisons are drawn across six dimensions of UGC; the dimensions were drawn from a priori reading and an inductive analysis of brand-related UGC. This research provides a general framework for comparing brand-related UGC, and helps us to better understand how particular social media channels and marketing strategies may influence consumer-produced brand communications.
Conservé avec la notice de tri, où il sert de preuve aux étiquettes ci-dessus.
La notice
- Revue
- Journal of Interactive Marketing
- Thématique
- Digital Marketing and Social Media
- Domaine
- Social Sciences
- Établissements canadiens
- York University
- Organismes subventionnaires
- University of Pittsburgh
- Mots-clés
- Social mediaUser-generated contentMicrobloggingAdvertisingClothingBrand awarenessSocial media marketingContent (measure theory)BusinessComputer scienceWorld Wide WebGeographyMathematics
- Résumé présent dans OpenAlex
- oui