Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook

作者：

Highlights：

• A model examining the influence of brand-related UGC on consumer was proposed.

• The process by which brand-related UGC influences consumer was examined.

• Brand-related UGC activated pleasure as emotional response.

• Brand-related UGC influenced perceived information quality as cognitive response.

• Brand-related UGC influences eWOM, brand engagement, and potential brand sales.

摘要

•A model examining the influence of brand-related UGC on consumer was proposed.•The process by which brand-related UGC influences consumer was examined.•Brand-related UGC activated pleasure as emotional response.•Brand-related UGC influenced perceived information quality as cognitive response.•Brand-related UGC influences eWOM, brand engagement, and potential brand sales.

论文关键词：Brand engagement,eWOM,S–O–R,User-generated content

论文评审过程：Received 18 June 2015, Revised 16 December 2015, Accepted 18 December 2015, Available online 2 January 2016, Version of Record 2 January 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2015.12.047