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Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content

机译：社交媒体品牌社区和消费者行为：量化用户和营销人员生成内容的相对影响

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Despite the popular use of social media by consumers and marketers, empirical research investigating their economic values still lags. In this study, we integrate qualitative user-marketer interaction content data from a fan page brand community on Facebook and consumer transactions data to assemble a unique data set at the individual consumer level. We then quantify the impact of community contents from consumers (user-generated content, i.e., UGC) and marketers (marketer-generated content, i.e., MGC) on consumers' apparel purchase expenditures. A content analysis method was used to construct measures to capture the informative and persuasive nature of UGC and MGC while distinguishing between directed and undirected communication modes in the brand community. In our empirical analysis, we exploit differences across consumers' fan page joining decision and across timing differences in fan page joining dates for our model estimation and identification strategies. Importantly, we also control for potential self-selection biases and relevant factors such as pricing, promotion, social network attributes, consumer demographics, and unobserved heterogeneity. Our findings show that engagement in social media brand communities leads to a positive increase in purchase expenditures. Additional examinations of UGC and MGC impacts show evidence of social media contents affecting consumer purchase behavior through embedded information and persuasion. We also uncover the different roles played by UGC and MGC, which vary by the type of directed or undirected communication modes by consumers and the marketer. Specifically, the elasticities of demand with respect to UGC information richness are 0.006 (directed communication) and 3.140 (undirected communication), whereas those for MGC information richness are insignificant. Moreover, the UGC valence elasticity of demand is 0.180 (undirected communication), whereas that for MGC valence is 0.004 (directed communication). Overall, UGC exhibits a stronger impact than MGC on consumer purchase behavior. Our findings provide various implications for academic research and practice.
机译：尽管消费者和商人广泛使用社交媒体，但调查其经济价值的实证研究仍然落后。在这项研究中，我们整合了来自Facebook粉丝页面品牌社区的定性用户-商人互动内容数据和消费者交易数据，从而在个人消费者级别上构建了一个独特的数据集。然后，我们量化了来自消费者（用户生成的内容，即UGC）和营销商（营销者生成的内容，即MGC）的社区内容对消费者服装购买支出的影响。使用一种内容分析方法来构建措施，以捕获UGC和MGC的信息性和说服性，同时区分品牌社区中的定向和非定向传播模式。在实证分析中，我们利用消费者的粉丝页面加入决策之间的差异以及粉丝页面加入日期的时间差异来进行模型估计和识别策略。重要的是，我们还控制潜在的自我选择偏差和相关因素，例如定价，促销，社交网络属性，消费者人口统计数据和未观察到的异质性。我们的研究结果表明，参与社交媒体品牌社区可导致购买支出的正增长。对UGC和MGC影响的其他检查显示，社交媒体内容通过嵌入的信息和说服力影响了消费者的购买行为。我们还揭示了UGC和MGC所扮演的不同角色，这些角色因消费者和市场营销人员的有向或无向通信模式的类型而异。具体而言，相对于UGC信息丰富性的需求弹性为0.006（定向通信）和3.140（非定向通信），而针对MGC信息丰富性的需求弹性微不足道。此外，需求的UGC价弹性为0.180（无向通信），而MGC的价弹性为0.004（有向通信）。总体而言，UGC在消费者购买行为方面表现出比MGC更强的影响。我们的发现为学术研究和实践提供了各种启示。

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