The role of marketer- and user-generated content in sustaining the growth of a social media brand community

Yi Ding, Chee Wei Phang, Xianghua Lu, Chuan Hoo Tan, J. Sutanto

Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

35 Citations (Scopus)

Abstract

While recent research has increasingly indicated social media brand communities can bring about desired benefits for firms, the trade press has cautioned the unsustainable growth issue of such communities. Given that the realization of their benefits is contingent on sustained growth, this study investigates the role of two types of content central to sustaining these communities i.e., marketer-generated content (MGC) and user-generated content (UGC). Furthermore, we delineate between content of product-related (for product promotion) and social-related (for relationship building) nature. Our findings show that both social- and product-related UGC can promote growth over time; but only social-related MGC is effective in this regard. However, MGC regardless of their nature may stimulate UGC. Overall our findings suggest that sustaining the growth of a brand community requires a symphony of both marketer effort and consumer response, thus providing a more comprehensive and balanced view of their role.

Original languageEnglish
Title of host publicationProceedings of the 47th Annual Hawaii International Conference on System Sciences, HICSS 2014
PublisherIEEE Computer Society
Pages1785-1792
Number of pages8
ISBN (Print)9781479925049
DOIs
Publication statusPublished - 2014
Externally publishedYes
Event47th Hawaii International Conference on System Sciences, HICSS 2014 - Waikoloa, HI, United States
Duration: 6 Jan 20149 Jan 2014

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
ISSN (Print)1530-1605

Conference

Conference47th Hawaii International Conference on System Sciences, HICSS 2014
Country/TerritoryUnited States
CityWaikoloa, HI
Period6/01/149/01/14

ASJC Scopus subject areas

  • Engineering (all)

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