Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content
[THE PUBLISHED VERSION WAS NOT READ and nothing may be attributed to it. What was read in full at source is the abstract of the 2012 SSRN precursor at the Crossref item record, doi:10.2139/ssrn.2048614] Goh, K. Y., Heng, C.-S., & Lin, Z. (2012). 'Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content.' SSRN Electronic Journal. doi:10.2139/ssrn.2048614. a Facebook fan-page brand community for an apparel retailer joined to individual-level consumer transaction data, with content analysis used to code the informative and persuasive character of user-generated and marketer-generated content and to distinguish directed from undirected communication. The identification, in their words: 'we exploit differences across consumers' fan page joining decision and across timing differences in fan page joining dates for our model estimation and identification strategies', controlling for self-selection, pricing, promotion, social network attributes, demographics and unobserved heterogeneity. The headline: 'engagement in social media brand communities lead to a positive increase in purchase expenditures', and 'UGC exhibits a stronger impact than MGC on consumer purchase behavior'. The reported elasticities: user-content information richness 0.006 for directed and 3.140 for undirected communication, marketer-content information richness insignificant, user-content valence 0.180 for undirected and marketer-content valence 0.004 for directed. TWO CAUTIONS THE ARTICLE MUST CARRY: the design is timing-based rather than randomised, so joiners are compared with joiners-later; and an elasticity of 3.140 alongside one of 0.006 for the same construct in a different communication mode is a very wide spread, so quote the spread rather than the big number.
[THE PUBLISHED VERSION WAS NOT READ and nothing may be attributed to it. What was read in full at source is the abstract of the 2012 SSRN precursor at the Crossref item record, doi:10.2139/ssrn.2048614] Goh, K. Y., Heng, C.-S., & Lin, Z. (2012). 'Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content.' SSRN Electronic Journal. doi:10.2139/ssrn.2048614. a Facebook fan-page brand community for an apparel retailer joined to individual-level consumer transaction data, with content analysis used to code the informative and persuasive character of user-generated and marketer-generated content and to distinguish directed from undirected communication. The identification, in their words: 'we exploit differences across consumers' fan page joining decision and across timing differences in fan page joining dates for our model estimation and identification strategies', controlling for self-selection, pricing, promotion, social network attributes, demographics and unobserved heterogeneity. The headline: 'engagement in social media brand communities lead to a positive increase in purchase expenditures', and 'UGC exhibits a stronger impact than MGC on consumer purchase behavior'. The reported elasticities: user-content information richness 0.006 for directed and 3.140 for undirected communication, marketer-content information richness insignificant, user-content valence 0.180 for undirected and marketer-content valence 0.004 for directed. TWO CAUTIONS THE ARTICLE MUST CARRY: the design is timing-based rather than randomised, so joiners are compared with joiners-later; and an elasticity of 3.140 alongside one of 0.006 for the same construct in a different communication mode is a very wide spread, so quote the spread rather than the big number.
Written from the tHE PUBLISHED VERSION WAS NOT READ and nothing may be attributed to it. What was read in full at source is the abstract of the 2012 SSRN precursor at the Crossref item record, doi:10.2139/ssrn.2048614.
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SSRN Electronic Journal. doi:10.2139/ssrn.2048614