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Fans with Benefits - Posting User-Generated Content on Brand-Owned Social Media Channels

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HCI in Business, Government and Organizations (HCII 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13327))

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Abstract

Brand-related-user-generated-content allows companies to achieve several important objectives, such as increasing sales and creating higher user engagement. In this paper a research framework is developed that provides an overview of the necessary processes to successfully use brand-related-user-generated-content. The framework also helps managers to understand the main motives of users when posting brand-related-user-generated-content. Expert interviews were carried out to validate the research framework. The results from the interviews support the proposed framework. Brand-related-user-generated-content can increase purchase intention and the community engagement. From a user’s perspective the opportunity to interact with a brand and be featured on official brand channels could be seen as the main motivation for creating brand-related-user-generated-content.

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Authors and Affiliations

  1. Offenburg University, Badstraße 24, 77652, Offenburg, Germany

    Jawin Schell & Christopher Zerres

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  1. Jawin Schell
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  2. Christopher Zerres
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Correspondence to Christopher Zerres .

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Editors and Affiliations

  1. City University of Hong Kong, Hong Kong, Hong Kong

    Fiona Fui-Hoon Nah

  2. City University of Hong Kong, Hong Kong, Hong Kong

    Keng Siau

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Schell, J., Zerres, C. (2022). Fans with Benefits - Posting User-Generated Content on Brand-Owned Social Media Channels. In: Fui-Hoon Nah, F., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2022. Lecture Notes in Computer Science, vol 13327. Springer, Cham. https://doi.org/10.1007/978-3-031-05544-7_9

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  • DOI: https://doi.org/10.1007/978-3-031-05544-7_9

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-05543-0

  • Online ISBN: 978-3-031-05544-7

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