Laurence Borel

4 recent academic research articles on UGC and eWoM

Things have been manic juggling  university and work over the past few months each bringing their own set of challenges. Now, I’m wondering if I have any readers left?!

I just thought I would share some  of the recent academic thinking around UGC, virality and eWOM. Marketers, take note!

Muntinga, D., G., Moorman, M., and Smith, E., G. Introducing COBRAs, Exploring motivations for brand-related social media use, International Journal of Advertising, Vol. 30, No. 1, 2011, pp. 13-46

Summary: this article explores people’s motivations to engage in brand-related social media both in terms is consumption and contribution.

Christodoulides, G., Jevons, C. and Bonhomme, J. (2012) Memo to marketers: quantitative evidence for change: how user-generated content really affects brands?, Journal of Advertising Research

Summary: this interesting study demonstrates quantitatively how UGC really affects brands.  Co-creation, community, self-concept and consumers’ involvement all impact CBBE (consumer-based brand equity) and thus should be taken into account when it comes down to measuring Social Media ROI.

Adjei. M., T., Noble, S., M., and Noble C., H., (2010) The influence of C2C communications in online brand communities on customer purchase behavior, Journal of the Academy of Marketing Science 38: 634-653

Summary: It is a well-known fact that consumer-to-consumer (C2C) communications strongly impact the decision-making process. This research demonstrates that C2C Communications help with uncertainty reduction. Positive conversations had a positive impact on immediate purchase intention and sales. Furthermore C2C communicating customers had higher purchase frequencies and showed more cross-buying behaviour.  

Berthon, P., Leyland, P., Campbell, C., (2008) Ad Lib, When customers create the ad, California Management Review Vol. 50 Nb 4.

Summary: This article looks at the various motivations that drive consumers to create their own ads including intrinsic enjoyment, self-promotion, and finally changing perceptions.

I’ll post more articles in the coming weeks and months. Meanwhile, feel free to share other interesting academic articles in the comments box.

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