What is it about?

Users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or create brand related content with no formal brand incentive or control. The research shows significant and positive effects of UGC on Instagram users´ intentions to engage with the platform and the influence of UGC perceived value on UGC uses. The findings deepen our understanding of the mechanisms underlying non-sponsored brand-related UGC in consumer engagement marketing, with significant implications for brand managers and the future development of Instagram and other social media platforms.

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This page is a summary of: Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement, Journal of Product & Brand Management, May 2021, Emerald,
DOI: 10.1108/jpbm-06-2020-2971.
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