2020 8th International Conference on Reliability, Infocom Technologies and Optimization (Trends and Future Directions) (ICRITO)

Amity University, Noida, India. June 4-5, 2020

How User Generated Content Impacts Consumer

Engagement
Tomcy George Thomas
Management & Commerce (Marketing)
Amity University
Dubai, United Arab Emirates
[email protected]

Abstract— Social media posts are full of potential for photos and videos regularly for the brands they like or love.
brands to get free advocacy. The purpose of this paper is to Still, many firms fail to understand and capitalize on this
make brand managers and firms understand how important is phenomenon. User Generated Content is free content which
User Generated Content. This paper examined the significance has a lot of power [4]. Through this paper, my main
of User Generated Content (UGC) in Brand Management and
how it could influence brand attitude and purchase intention.
objective is to understand User Generated Content and how
The benefits of UGC includes offering an effective channel of is it affecting brand attitude and purchase intention.
communication with users in an affordable and timely manner
have been reviewed. To understand the User Generated
II. SCOPE OF THE STUDY
Content better we created content, posted in Instagram and
studied how consumers engaged with the post. A questionnaire A. Problem statement
survey was done with a sample size equal to the number of Researchers and brand managers fail to understand the
people who liked that post & correlation analysis was done importance of growing UGC. Social media gives users the
using SPSS. From the analysis, it was evident that the post for power to communicate with others without any interference
informing, co-creating and co-communication influences from brand managers. Social media can let a content creator
strongly & moderately the purchase intention of the consumer communicate with thousands or even millions of users
respectively and pioneering influences weakly the brand
online. The content created by content creators can change or
attitude of the consumer. Therefore, the User Generated
alter the attitude towards a brand. User Generated Content is
Content helps in informing, pioneering, co-communicating and
co-creating a brand. so powerful these days that it can generate new customers,
increase sales, or even destroy loyal customers.
Keywords— User-generated content; UGC; Social media; Today, many firms have a social media page but don’t
Social media marketing; Instagram follow User Generated Content. They don’t listen to the
needs of consumers which they get free in the form of User
I. INTRODUCTION Generated Content.
According to Philip Kotler, the word marketing must be
written as Market-ing. He says that the market is always B. Research Objective
changing and writing marketing in this way lets us The study aims to understand
remember about this never-ending change [1]. Marketing a) How the brand attitudes and purchase intentions of
has always been about communicating with your consumers consumers are positively affected by User Generated
or potential customers at the right time in the right place- so Content.
today’s marketers need to meet their consumers on the
Internet where they are spending their time. b) The impact of User Generated Content which is created
In today’s market, consumers use the Internet to share by campaigns built by brands.
content through blogs, vlogs, social networking sites and c) The impact of User Generated Content created by the
other platforms. These platforms give users the power to consumer of their free will.
create content, modify it and share it, they can also discuss it
over the internet, and this phenomenon on the internet is due d) How User Generated Content acts as a new form of Word
to social media [2]. Brands need to interact with their of Mouth
customers such that it portrays the human side of brands so e) If brands need to run campaigns that will generate User
customers will trust these brands more. Brands also need to Generated content or stick with advertisements.
have foresight by being proactive as they need to know what
is going to happen in the social media platform and be ready III. LITERATURE REVIEW
to act at the right time [3]. By now, most entrepreneurs and
A tweet from Kylie Jenner cost Snapchat about 1.3
business owners know how important social media is and
billion US dollars. The tweet from her twitter account
create content in their social media pages. However, they @KylieJenner was “sooo does anyone else not open
don’t take advantage of a powerful tool in social media such Snapchat anymore? Or is it just me... ugh this is so sad”,
as User Generated Content. One of the platforms where soon after the tweet aired. Snap the parent company of
thousands and millions of UGC are being created and shared snapchat) lost about 8.5% of share value [5]. Neither brand
is Instagram. Users of Instagram create and share a lot of

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managers nor researchers understand how customers view grows larger and larger as more consumers interact with it
brands after the impact of social media [6]. [10].
Consumer-based activities in social media are the hottest
topic in digital marketing. Social media is slowly changing D. Co-communication
consumers from being the recipients of information to Marketers can use User Generated Content for real-world
becoming creators of information. Now consumers are application for communicating with consumers, this channel
becoming content creators – a process which was previously of communication is cheaper and much more effective than
controlled by brands. The complete landscape of marking is traditional channels of communications. Consumers who
changed or is being changed, so brands need to study the create User Generated Content are more likely to be brand
changing consumer behaviour so they can create an advocates and don’t mind sharing information about brands
environment which can benefit both the social media users with other consumers.
and brands alike [7]. Consumers or users build User An example of co-communication is when I posted a
Generated Content as a way of building their own personal picture of smoothie in my Instagram account [11], the
identities and also as a way of interacting with other users in official page of smoothies UAE reposted it in their account
that platform. The users who view this User Generated and they got a large number of comments and tags
Content use it for getting information. This User Generated (consumer tagging another potential consumer), as shown in
Content is also a source of entertainment for them [8]. figure 1 (a) and 1(b) [12]. This is consumer engagement as
today’s consumers trust a legit User Generated Content.
A. Informing
Today’s consumers are offered a platform by social
media for communication; this has resulted in: companies
were not the only channel for brand communication. Before
brand communication was totally controlled by firms and
brand managers, but now slowly the control is being shifted
to consumers. The growing popularity of websites like
Facebook, YouTube and Twitter have made User Generated
Content a governing tool in the creation of communities with
a common interest and these sites also help in building
customer-to-customer (C2C) communication and boost the
Fig. 1. (a)
speed of communication between consumers.
The customers in this connected age would rather listen
to strangers on social media and take their options and
reviews as credible information. Customers prefer to listen
to strangers than brand endorsers and even celebrities, thus
User Generated Content plays an important role as a brand
advocate.

B. Pioneering
According to Matthew S. O’Herna and Lynn R. Kahleb Fig 1 (b)
sometimes consumers redefine a product or make some
changes or improvements to a pre-existing product, which is
an innovation-based activity from the side of customers.
They also say pioneering is a flow of knowledge from
consumer to consumer where they share the improved
products with other consumers. The primary target of these
pioneers is other consumers who appreciate the improved
product [9].
Fig. 2. (a) Fig 2 (a)
C. Brand attitude and purchase intention
The trust factor of the consumer has changed in recent
years, they are not influenced by expert’s opinions and
marketing campaigns, but their trust lies with f-factor’s
(consumer’s family, friends, their Facebook connection and
other social media followers). This has to lead the shift of
trust factor from vertical to horizontal, which means they
trust social media and friends more than experts. Studies
done by Flanagin & Metzger show that users who attend to a
large amount of User Generated Content found in social Fig. 3. (a) Fig 3 (b)
media are getting influenced and this User Generated
Content shapes the consumer's views and attitudes towards Also, another business has reposted my pictures from
brands as the content is built by users they seem to be more Instagram as they also look for User Generated Content
trustworthy. Additionally, the User Generated Content only which can bring in consumer engagement and turn it into
sales. Just by sharing or reposting pictures taken by previous

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customers, as shown in figure 2, figure 2.1 [13], figure 3 and 2) Questionnaire
figure 3.1 [14]. A questionnaire was intended to test hypotheses that were
randomly distributed among my followers who liked the post
E. Co-creation (The post on IGTV).
Marketers need to adapt to a new era of digital marketing 3) In-depth Interview
and build their brands to behave more or less like human I contacted marketing managers and marketing teams of
beings. The brands of today need to be approachable not be brands and companies to know their view on User Generated
intimidating. Brands should be ready to admit their flaws Content.
and should treat their valuable consumers like friends. Social
media opens up channels for communication between firms B. Sample Size
and consumers, Today’s consumers want firms to listen, they
just don’t want firms to tell them what they offer but to listen 1) Questionnaire survey
to consumers and engage and respond to them. The survey is distributed to the people who liked my post
on IGTV(Instagram). Population size is over 1400 people,
IV. THEORETICAL FRAMEWORK which is the view of the video. The like count is over 700
and I randomly sent questionnaires to the people who liked
my video. I sent my questionnaire to 176 people in Instagram
out of these 118 people responded.
Data analysis method
In the research, I have collected data through
questionnaire and to test my hypotheses, I used SPSS
software, which is software for statistical analysis, and the
statistical method I used to measure the relationship between
the variables for my study was: Pearson Correlation

VI. DATA ANALYSIS

Findings
Fig. 4.

The framework talks about four independent variables A. Engagement on video

and two dependent variables as shown in figure 4. The The consumer engagement on the video can be seen in
independent variables are informing, pioneering, co- figure 5. More than 1400 views were received for the video,
communication and co-creation and the dependent variables more than 700 likes were received and more than 80
are brand attitude and purchase intention. This framework comments were also received for this video. This response
shows how these independent variables create User shows that my content was liked by my followers - that is the
Generated Content and have an impact on their dependent reason for these engagements, I have received many DMs
variables and which later affect the firms. (Direct Messages in Instagram) saying they are going to try
our recipe and then write a review. Two to three followers
V. RESEARCH METHODOLOGY had already tried my dish and told me the review online
through DMs. I have seen more than 30 of my followers who
Research Design have reposted my content on their page. A few of those
reports are shown in figure 6.
A. Primary Data
A simple dish named Serradura also known as sawdust
was created by me and my friends and we posted that on my
account in Instagram as IGTV (a section of Instagram where
we can post videos longer than one minute) the link to my
post is https://www.instagram.com/tv/ByAuBPDlWKq/ [15].
The post is a simple demonstration or a how to do a video
where anyone can create this simple dish at home, the post
was created due to the intention of checking my variables
like pioneering, informing, co-communication and co-
creation
Data Collection
1) Engagement on video
A video was created and posted in Instagram for the Fig. 5.
purpose of understanding consumer engagement on User
Generated Content, through numbers of views, likes, shares
and comments.

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Fig. 6.

Fig. 8.
B. Viewers/likers survey
1) Gender 2) Research objective
j 2
Out of 118 responses, the female response was more
when compared to male responses, while 77 females
responded only 41 males did.
2) Age
Out of 118 responses, 71.2% of responses came from the
age group of 19 – 23, and the least number of responses was
from the age group 29 -33 only 0.8% of 118. The other was
only 4.2% from the 14-18 age group, and 22% from 24 -28
age group, and 2.7% from 34 and above age group. Most of
the responses came from the age group of 19 – 28, which is
93.2% of responses were from the age group of 19 – 28, the
young generation, and least was 3.5 % which belong to the
age group of 29 and above, the older generation.

C. Research objective
1) Research objective
j 1
Fig. 9.

Correlation analysis – The results shows that Pioneering

– r value = 0.301 (Weak), p-value = 0.001 < 0.01 (99%),
there is a significant relationship between pioneering and
brand attitude. The finding suggests that there is a positive
weak correlation between pioneering and brand attitude.

Fig. 7.

Correlation analysis – The results shows that Informing –

r value = 0.792 (Strong Positive), p-value = 0.000 < 0.001
(99.9%), there is a significant relationship between informing Fig. 10.
and purchase intention. The finding suggests that there is a
positive strong correlation between informing and purchase
intention.

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 3) Research objective 3

Fig. 14.

In-depth Interview
Fig. 11.
D. CAFU
Correlation analysis – The results shows that Co- A company founded in 2018 which specializes in
communication – r value = 0.460 (medium), p-value = 0.000 logistics, fuel delivery and much more. CAFU is an
< 0.001 (99.9%), there is a significant relationship between application which can be installed from Apple or Google
co-communication and purchase intention. The finding stores. They are the first delivery application focusing on
suggests that there is a positive medium correlation between fuel delivery in the Middle East. This application is an “on
co-communication and purchase intention. Demand fuel delivery service.” If you are running out of
petrol, tap on the phone will bring a CAFU delivery truck to
your home and fuel up your car. The process of this
application is simple and saves your time [16].
I was able to talk with a Customer Ambassador of
CAFU. I explained to him what my study was and shared my
questionnaire with him, he then forwarded the questionnaire
with the CAFU team and their responses to my questions are
as follows. CAFU believes that User Generated Content is
the new and improved version of word of mouth marketing.
They also say that User Generated Content helped them to
bring new customers (like their followers and friends) to
Fig. 12. their business. Consumer engagement as User Generated
Content with free will is not very common with CAFU but
4) Research objective
j 4 they do get some engagement in forms of YouTube reviews.
They also feel that User Generated Content helps in
increasing the purchase intention towards their brands. The
team of CAFU says that consumers are more likely to trust in
User Generated Content than any form of advertisements
done by the firm. Not only is User Generated Content more
trustworthy than advertisements, but they also build brand
attitudes in another consumer’s mind.
CAFU has done one campaign to attract User Generated
Content. They say the suggestions given by the consumers
with the help of User Generated Content can help in
designing new and innovative products, but for CAFU this
doesn’t apply, CAFU have done some Co-creation activity
with consumers like a marketing video. They also have used
co-communication for the launch of a new product; the co-
communication activity was a referential campaign. About
5% of promotional efforts of CAFU are put on generating
Fig. 13. User Generated Content. The percentage of the marketing
budget on generating User Generated Content and the
Correlation analysis – The results shows that Co-creation percentage of sales from User Generated Content can’t be
– r value = 0.623 (medium), p-value = 0.000 < 0.001 disclosed by the CAFU team.
(99.9%), there is a significant relationship between co-
creation and purchase intention. The finding suggests that
there is a positive medium correlation between co-creation
and purchase intention.

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E. Creative Media Group correlation in each hypothesis differed: some were weak and
Creative Media is a digital communications agency. some were strong.
They have their offices in both Dubai and London. They The study shows that when User Generated Content acts
focus on creating relationships with brands who want to be to inform there is a strong correlation between informing and
noticed. Creative Media Group is one of the leading purchase intention, which means that when the User
agencies in the Middle East focusing on digital Generated Content acts as the information it will reflect
communication. The agency was founded in 2009, they positively on purchase intention. When User Generated
specialize in social media, web design, online marketing, Content acts as a pioneer, there was a weak correlation
web development, CMS Systems, and E-Commerce etc [17]. between pioneering and brand attitude, meaning that there
I got to talk with the social media executive of Creative will be a change in brand attitude in people’s minds when
Media group where he said User Generated Content creates a User Generated Content acts as pioneering but it will be a
great impact on a brand through social media. It's so weak one. When User Generated Content acts as Co-
important for some brands: they use online tools/platforms communication and co-creation there is a medium correlation
that automatically search a specific hashtag which the users between co-communication, co-creation and purchase
have used on their videos/pictures. He also replied to my intention, which means when brands co-communicate and
questions. His answers were that he also thinks that User co-create with consumers there will be a positive change in
Generated Content is the new and improved version of word purchase intention. With the in-depth interviews with
of mouth marketing. He also says that User Generated companies, we can see they believe that User Generated
Content helped Creative Media Group to bring new Content is the new and improved version of word of mouth.
customers (like their followers and friends) to their business.
User Generated content helped them to get new
Consumers engagement in User Generated Content out of customers. They say that people trust User Generated
their own free will is dependent on the brands (as brands are Content over an advertisement done by the firms. So to
creative media’s customers) but on average a good amount in conclude, Used Generated Content is a powerful tool. User
the case of Creative Media. User Generated Content slightly Generated Content created by the free will of consumers, or
increases purchase intention towards your products but created through campaigns of firms, both of them will show
mostly it depends on the brand. Customers trust User positive results, my study shows that User Generated Content
Generated Content over advertisements done by the firm but acts as an informant that will bring new consumers to the
not with all brands, User Generated Content builds brand brands, thus showing User Generated content can alter brand
attitude in the minds of people e.g. Coca Cola. They want to attitude and purchase intention.
keep the number of campaigns done by Creative Media to
attract User Generated Content classified. Creative media
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