User generated content and internet user's brand engagement

User Generated Content usually referred as publicly available creative online contents, which are not necessarily created by professionals. It is a fast growing trend in many online businesses and received enormous popularity in recent years among internet users due to its creativity and flexibility...

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Main Authors: Quoquab Habib, Farzana, Abdul Salam, Zarina, Zeinali, Morteza
Format: Conference or Workshop Item
Published: 2015
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Online Access:http://eprints.utm.my/id/eprint/60789/
https://doi.org/10.1166/asl.2015.6479
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Institution: Universiti Teknologi Malaysia
id my.utm.60789
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spelling my.utm.607892017-08-06T07:13:47Z http://eprints.utm.my/id/eprint/60789/ User generated content and internet user's brand engagement Quoquab Habib, Farzana Abdul Salam, Zarina Zeinali, Morteza H Social Sciences (General) User Generated Content usually referred as publicly available creative online contents, which are not necessarily created by professionals. It is a fast growing trend in many online businesses and received enormous popularity in recent years among internet users due to its creativity and flexibility. Past studies found that UGC positively affect brand equity and utility. However, it is yet to examine the effect of UGC on user's brand engagement. Taking this opportunity into account, the present study attempts to fill this gap in the literature. The objective of the present study is to investigate the effect of user generated content quality on internet user's brand engagement. Data were collected using online survey questionnaire. 242 completed questionnaires were returned and used for further analysis. Data were analyzed using AMOS software, version 21. The results reveal that design quality and technological quality positively affect emotional value whereas these two types of quality do not have any effect on functional value. On the other hand, content quality positively affects functional value, but not emotional value. Additionally, it is found that emotional value is significantly related to brand engagement whereas; functional value has no significant effect on brand engagement. It exhibits that emotional value is more crucial than functional value in building brand engagement among internet users. Managerial implications, limitations and future research directions are also discussed. 2015 Conference or Workshop Item PeerReviewed Quoquab Habib, Farzana and Abdul Salam, Zarina and Zeinali, Morteza (2015) User generated content and internet user's brand engagement. In: International Conference on Business, Management, Tourism and Hospitality 2015 (BIZMATOUR 2015), 12-14 May, 2015, Melaka, Malaysia. https://doi.org/10.1166/asl.2015.6479
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Quoquab Habib, Farzana
Abdul Salam, Zarina
Zeinali, Morteza
User generated content and internet user's brand engagement
description User Generated Content usually referred as publicly available creative online contents, which are not necessarily created by professionals. It is a fast growing trend in many online businesses and received enormous popularity in recent years among internet users due to its creativity and flexibility. Past studies found that UGC positively affect brand equity and utility. However, it is yet to examine the effect of UGC on user's brand engagement. Taking this opportunity into account, the present study attempts to fill this gap in the literature. The objective of the present study is to investigate the effect of user generated content quality on internet user's brand engagement. Data were collected using online survey questionnaire. 242 completed questionnaires were returned and used for further analysis. Data were analyzed using AMOS software, version 21. The results reveal that design quality and technological quality positively affect emotional value whereas these two types of quality do not have any effect on functional value. On the other hand, content quality positively affects functional value, but not emotional value. Additionally, it is found that emotional value is significantly related to brand engagement whereas; functional value has no significant effect on brand engagement. It exhibits that emotional value is more crucial than functional value in building brand engagement among internet users. Managerial implications, limitations and future research directions are also discussed.
format Conference or Workshop Item
author Quoquab Habib, Farzana
Abdul Salam, Zarina
Zeinali, Morteza
author_facet Quoquab Habib, Farzana
Abdul Salam, Zarina
Zeinali, Morteza
author_sort Quoquab Habib, Farzana
title User generated content and internet user's brand engagement
title_short User generated content and internet user's brand engagement
title_full User generated content and internet user's brand engagement
title_fullStr User generated content and internet user's brand engagement
title_full_unstemmed User generated content and internet user's brand engagement
title_sort user generated content and internet user's brand engagement
publishDate 2015
url http://eprints.utm.my/id/eprint/60789/
https://doi.org/10.1166/asl.2015.6479
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