Measuring brand-related content in social media: a socialization theory perspective

Naghmeh Sabermajidi, Naser Valaei, M. S. Balaji, See Kwong Goh

Research output: Journal PublicationArticlepeer-review

12 Citations (Scopus)

Abstract

Purpose: Building on consumer socialization theory, the purpose of this paper is to examine antecedents and consequences of generating and sharing brand-related content on social media in a restaurant context. Design/methodology/approach: A scale development process was undertaken to develop the scale for brand-related user-generated content (BRUGC). Then the authors tested the antecedents and consequences of BRUGC using 375 responses obtained through a mall-intercept survey. The hypotheses were tested using structural equation modeling with AMOS. Findings: Study findings revealed that age, time on Facebook, number of Facebook friends, Facebook usage intensity, and need for self-enhancement were key antecedents of both the generation and sharing of BRUGC. The results also indicated that gender, race and need for self-affirmation were not significantly related to generating and sharing BRUGC. Both generating and sharing BRUGC were positively associated with attitude and intentions toward the restaurants. Originality/value: This study is the first to develop a BRUGC scale through a rigorous scale development process. It thus contributes to consumer socialization theory literature in considering social media as a socialization agent. The findings provide valuable insights for both academicians and social media managers and aid in enhancing BRUGC.

Original languageEnglish
Pages (from-to)1281-1302
Number of pages22
JournalInformation Technology and People
Volume33
Issue number4
DOIs
Publication statusPublished - 19 Jun 2020

Keywords

  • Brand-related user-generated content
  • Computer-mediated communication (CMC)
  • E-marketing
  • Facebook use intensity
  • Human–computer interaction (HCI)
  • Interactive media
  • Online community
  • Self-affirmation
  • Self-enhancement
  • Social media
  • Socialization agent
  • Web 2.0

ASJC Scopus subject areas

  • Information Systems
  • Computer Science Applications
  • Library and Information Sciences

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