How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?
Why is this work in the frame?
A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.
The three-model screen
all 1,000 screened works →All three models called this out of scope.
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.
Abstract
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.
Stored with the screening record, where it is evidence for the labels above.
The record
- Venue
- Journal of Interactive Marketing
- Topic
- Digital Marketing and Social Media
- Field
- Social Sciences
- Canadian institutions
- York University
- Funders
- University of Pittsburgh
- Keywords
- Social mediaUser-generated contentMicrobloggingAdvertisingClothingBrand awarenessSocial media marketingContent (measure theory)BusinessComputer scienceWorld Wide WebGeographyMathematics
- Has abstract in OpenAlex
- yes