Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content

Consumers' Sentiments and Popularity of Brand Posts in Social Media: The Moderating Role of Up-votes

“…For example, Goh et al [7] tried to extract information and persuasion features of UGC and MGC using a text mining tool that employs a lexicon for sentiment analysis. They examined how those features influence purchase behavior of consumers by considering directed and undirected communications between marketers and consumers.…”

“…This definition is similar to the way Lin and Goh [19] defined a UGC feature called information favorableness. They examined the impact of information favorableness and information richness of UGC and MGC on firm's sales performance by using same sentiment analysis approach as Goh et al [7]. Similarly, Tang et al [20] tried to apply an analogous sentiment analysis approach on UGC retrieved from Facebook and YouTube and specifically focused on neutral UGC and examined its impact on product sales.…”

“…For example, firms can improve their financial performance in long-term by using social media [6]. Also, customers' purchase behavior is strongly affected by UGC in the brand community of company [7]. UGC embedded in social media can be used for developing potential innovations in firm [8], or to estimate company's online reputation [9].…”

If we Build it will they Stay?: User Generated Content and Website Effectiveness

“…Relevant to the relationship between UGC and website effectiveness, Goh et al(2013) conducted one of the few studies that examined the impact of UGC compared to other marketingstimuli.They concluded that UGC is more persuasive than other marketing stimuli. While UGC sites may not directly affect a consumer's purchase decision, having comments on a company's products or services has potential to enhance their reputation (Cox et al 2009).…”

Does Give-and-Take Really Matter? Dynamics of Social Interactions in Social Network

“…Although recent studies have begun to examine the value of social media [4,16,26], this stream of literature focuses on the relationship between consumers and firms within social media [28,31], rather than the dynamics between social media users. Recently, Bapna and Umyarov [5] find that peer-topeer influence in online social networks causes increase in buying the service due to the influence coming from users' friends and this effect varies with the network size.…”