under which circumstances users are willing to post branded content

Introduction

Understanding the circumstances under which users are willing to post branded content is crucial for marketers aiming to leverage user-generated content (UGC) for brand promotion. Various studies have explored the motivations behind why users create and share branded content, focusing on both intrinsic and extrinsic factors.

Key Insights

Extrinsic Rewards:
- Economic incentives significantly increase users' intentions to create branded content.
- Social benefits, such as the desire to meet people with similar tastes and belonging to specific communities, also motivate users to generate branded content.
Intrinsic Motivations:
- Altruism plays a role, with high altruism consumers more likely to create positive branded content .
- Users are driven by the desire to share their brand experiences and help others.
Engagement Based on Involvement:
- Users with low involvement engage more with brand posts regardless of the format or type of content.
- High involvement users are more likely to share brand content, while low involvement users prefer to comment on it.
Social and Personal Identity:
- Users create branded content to build and present their personal identity and to receive feedback or "likes" from other users.
- Some users are motivated by the desire to influence the company or due to social pressure.

Conclusion

Users are willing to post branded content under various circumstances, primarily driven by extrinsic rewards like economic incentives and social benefits. Intrinsic motivations such as altruism and the desire to share experiences also play a significant role. Additionally, the level of user involvement affects the type of engagement, with low involvement users more likely to comment and high involvement users more likely to share content. Understanding these motivations can help marketers tailor their strategies to encourage more user-generated branded content.

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Under which circumstances users are willing to post branded content

Summary

Introduction

Key Insights

Conclusion

Sources and full results

Effects of intrinsic and extrinsic motivation on user-generated content

High altruism consumers are more likely to create positive user-generated content, and marketers should target these consumers with economic incentives to encourage content creation.

The impact of involvement on engagement with brand posts

Low involvement on social media leads to more engagement with brand posts, primarily through comments, while high involvement leads to sharing.

BRAND IN NEW MEDIA. USERS’ MOTIVATIONS FOR CONTENT CREATION AND CONTENT SHARING

Users generate brand-related content to share experiences, act altruistically, and build personal identity, while also seeking social benefits, feedback, and influence.

Popularity of Branded Content in Social Media

Story-like branded content in social media is most popular, with humor moderating this effect, and is more popular for highly involving product categories with long purchase cycles.

User generated content presenting brands on social media increases young adults’ purchase intention

User-generated content presenting brands on social media increases purchase intention without triggering persuasion knowledge and negative affect, suggesting policy makers should consider advertising disclosures for such content.

Factors influencing popularity of branded content in Facebook fan pages

Richness of content, images, and proper publication time significantly impact the popularity of branded Facebook posts, while links may decrease this engagement.

User-generated branding via social media: An examination of six running brands

User-generated branding on Instagram, when utilizing a differentiation strategy and posts focused on the product or brand, is most successful in eliciting engagement from followers.

How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?

Brand-related user-generated content varies across Twitter, Facebook, and YouTube, with differences in the extent to which brands manage social media proactively.

Influence of Facebook brand-page posts on online engagement

Post media and content type significantly influence user online engagement on Facebook brand pages, with implications for social media marketing strategies.

Does non-hard-sell content really work? Leveraging the value of branded content marketing in brand building

Branded content marketing on YouTube positively impacts consumers' brand attitudes, loyalty, and purchase intentions by facilitating social learning processes and promoting brand value.

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