Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content

Abstract

The enormous growth of social media has increased interest in this platform among marketers and marketing academics. However, the previous literature has not provided a clear consensus regarding the influence of social media content on consumers’ brand loyalty. The meta-analysis presented in this article integrates results from 223 independent samples, with a total of 97,709 respondents. The study synthesizes previous research to develop a conceptual framework around the dimensions of brand loyalty (cognitive, affective, and conative loyalty), user-generated and firm-generated social media content attributes, and the moderating effects of contextual characteristics and control variables. Selected content attributes (information quality, information credibility, information usefulness, positive emotions, interactivity, and self-congruity) emerged as triggers in social media for dimensions of brand loyalty. Specifically, the authors show that the impact of the attributes on the brand loyalty dimension is stronger for firm-generated content than for user-generated content for most of the relationships. The results indicate that these effects are dependent on contextual characteristics (e.g., low involvement vs. high involvement, hedonic vs. utilitarian, nondurable vs. durable, Human Development Index, and social media platform). The contributions to theory and managerial implications of these findings are discussed, and future research directions are developed.

Social networks and customer loyalty: review of loyalty keys and main social networks publications’ characteristics

“…This relationship has also been corroborated in earlier literature, exemplified by studies conducted by Zhou and Lu (2011), Lemon andVerhoef (2016), andBrun et al (2017). Additionally, Tyrväinen et al (2023) contend that characteristics of brandgenerated social media content exert a direct influence on customer loyalty, aligning with the linkage proposed in the present study's model.…”

“…Customer loyalty" of Erdogmus and Cicek (2012). These variables also resonate with Oliver's Model (1997), upon which other studies like Tyrväinen et al (2023) are based. In accordance with the model presented in this study, Nyadzayo and Khajehzadeh (2016) confirm that loyalty is a multivariable construct, and none of these three model variables can singularly imply brand loyalty unless combined with others.…”

Brand heritage on Twitter: a text-mining stereotype content perspective

“…Consider, for example, sentiment for Ralph Lauren, where roughly 17.5% of the scraped tweets contained FGC, versus the worse-faring Ford brand, where approximately 2.1% of the tweets were firm-generated. Drawing from meta-analytical research on contextual influences (Tyrväinen et al , 2023), it can be speculated that this difference may present part of the explanation for the deviating results, as more frequent FGC by Ralph Lauren may have neutralized less favorable UGC. Practitioners may thus find it valuable to examine the possibility of actively countering negative UGC or proactively using firm-generated content.…”

“…Drawing from meta-analytical research on contextual influences (Tyrväinen et al, 2023), it can be speculated that this difference may present part of the explanation for the deviating results, as more frequent FGC by Ralph Lauren may have neutralized less favorable UGC. Practitioners may thus find it valuable to examine the possibility of actively countering negative UGC or proactively using firm-generated content.…”

Digital Marketing and Fast-Food Intake in the UAE: The Role of Firm-Generated Content among Adult Consumers

“…This interactive nature of FGC, granting consumers the freedom to express their approval or share content, boosts their engagement [15,53], and could serve as a social endorsement, positively shifting the perceptions of other consumers [58]. Consequently, in juxtaposition with other advertising formats, it may be perceived as more authentic, especially if synergized with user-generated content [15,59].…”