Abstract
User-Generated Contents is a type of brand-related communications on social media platforms. User-Generated Contents (UGC) offers consumers the opportunity of sharing their experiences, contribute their opinion and communicate with other. This implies that brand managers no longer have solitary control in managing the brand images of their brands. Therefore, this study set out to examine the effect of user-generated contents on hedonic brand image and functional brand. Also, the study determines how hedonic and functional brand image influence brand purchase intention. 114 followers of fan pages of Malaysian automotive brands were surveyed. The hypotheses formulated were tested using PLS-SEM. The findings revealed that, UGC have significant and positive impact on both functional and hedonic brand image. Furthermore, functional and hedonic brand image have significant impact on purchase intention. This study provides insight on the importance of UGC, functional and hedonic brand image to brand managers.
Highlights
Social media including Facebook has become an important outlet for building and maintaining successful brand image [1]
The findings of this study demonstrate the significance of user-generated contents on functional brand image and hedonic brand image
The findings reveal that, both functional and hedonic brand image have significant influence on brand purchase intention
Summary
Social media including Facebook has become an important outlet for building and maintaining successful brand image [1]. User-Generated Contents on social media platforms allow consumers to share their experiences, contribute an opinion and communicate with other teeming numbers of consumers. This implies that brand managers no longer have solitary control of brand images of their brands [2]. This development has generated series of academic concerns which include measuring and understanding how the UGC opportunity alters firm’s control of brand equity management [4]. Few studies have examined the impact of UGC on functional and hedonic brand image. There is a scarce of empirical justifications on the impact of brand image on brand purchase intention [1]
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