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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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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