Consumer-Generated Visual Advertisements in Social Media Brand Communities
Keywords:
user-generated visual content, consumer-generated visual advertisements, brand community, community engagement, community identificationAbstract
Despite the advent of social media, few studies on online brand communities examine how user-generated content influence community members’ perceptions and behaviors toward a brand. Thus, we study how consumer-generated visual advertising influences brand community advertising and marketing. Our model includes motivation and the perceived value of consumer-generated visual advertisements, consumers’ brand attitudes in a brand community, attitudes toward other members of the community, brand community identification, engagement, word-of-mouth marketing, and purchase intention toward brands. We demonstrate the importance of brand communities and their implications on social media marketing.Downloads
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