When everyone can be a marketer: Factors and attributes of user-generated content that affect brand awareness, brand perceptions, and buying behaviour

Abstract

With the prevalence and use of social media platforms, many companies have started to utilize them in order to engage with customers and even encourage user-generated content about their products. User-generated content is not a new phenomenon, however the use of it has become increasingly more important as there has been a power shift from marketers towards consumers with the use of user-generated content. Consumers are able to share their reviews, opinions and recommendations on social media platforms and have created trends that are selling out products and have allowed small new businesses to become viral hits. Traditional marketing efforts are losing their power to social media marketing and be-cause of this, the utilization of social media in marketing is extremely important.

Companies can utilize user-generated content in a variety of ways. Some of these include cost-effectiveness as it is typically less costly than creating branded content. Additionally, user-generated content can increase search engine optimization because it provides fresh and relevant content that search engines favour.

Previous literature indicates that user-generated content increases brand awareness, brand perceptions and consumer buying behaviour. Despite this, there is still little literature regarding what specific factors and attributes of user-generated content affect the three concepts of brand awareness, brand perceptions and buying behaviour. Because of the aforementioned power shift from marketers towards consumers, it is important for companies to know specifically what factors and attributes of user-generated content affect these three marketing concepts in order to use user-generated content strategically in their marketing efforts and utilize user-generated content to the best of their knowledge. Furthermore, this research aims to expand on the existing literature of user-generated content in social media marketing and with these factors and attributes create a more comprehensive understanding of the powerful marketing tool.

This thesis aims to research the factors and attributes of user-generated content that affect young adults’ brand awareness, brand perceptions, and buying behaviour. As there is not much prior research on this specific topic, the research was carried out as qualitative research and data was collected through holding semi-structured expert interviews targeting young adults that are familiar with social media platforms and understand the meaning of user-generated content. After interviews analysis, presentation and discussion of results will follow, including limitations and suggestions for future research.