Type Of User-generated Content Research Articles

EXPRESS: Mixing User- and Publisher-Generated Content: Quantifying UGC Spillover Effect in a Hybrid Content Environment

Publishers are increasingly turning to user-generated content (UGC) to supplement the content they produce. However, what is the relationship between the consumption of UGC and publisher-generated content (PGC)? Consumption of different types of UGC may have different effects, one creating a positive synergy with PGC consumption that nets more ad revenue, while another stymies PGC consumption and has adverse financial consequences. In this research, we empirically investigate content consumption in a hybrid content environment when publishers’ main revenue resource relies on traffic on PGC pages. Using data from a major online portal, we examine the spillover effect generated by different types of UGC, including how soon users are likely to return to the website and the type of content they are likely to consume. Although higher forum consumption promotes revisits and increased PGC consumption, blog and album consumption do not contribute positively to revisits and PGC consumption. We illustrate via simulations that one type of UGC may increase PGC consumption by 18% more than other types and that ignoring the UGC spillover effect can significantly affect the publisher’s monetization strategy. We quantify these spillover effects by UGC type and compare strategies for optimizing the mix of PGC and different types of UGC for monetization.

CIVIC PARTICIPATION IN CHINA: A COMPARATIVE STUDY BETWEEN WECHAT AND DOUYIN AS A DEMOCRATIC ARENA

Online media platforms have become an arena for activists to engage with political discourses. Since COVID-19, an increasing number of citizens have begun to actively participate online to express their ideas towards political issues. Various types of user-generated content were circulated on various social media platforms: they wrote textual content on Wechat with various metaphors and created user-generated videos on video-streaming platforms to express their opinions. In this context, this study examines how citizens express democratic opinions against ideological discourse, what role social media platforms play as an arena for activists’ participation, and what social media factors facilitate active online civic participation. Adopting a cross-platform perspective, this study compares how Douyin and Wechat facilitate civic participation differently and how people engage with political content differently on these two different media platforms. I employed digital ethnography, augmented by the walkthrough method (Light et al., 2018), and qualitative content analysis to examine how WeChat and Douyin play different roles in civic participation. This study argues that the social networking platform WeChat provides more in-depth participation and has more resistant forms than Douyin, especially for expressing counter-ideas to mainstream discourses. Among the various forms of resistance, sharing WeChat articles is one of the most visible and effective ways to express democratic opinions in mainstream discourse.

Vectorized Representation of Commodities by Fusing Multisource Heterogeneous User-Generated Content with Multiple Models

In the field of personalized recommendation, user-generated content (UGC) such as videos, images, and product comments are becoming increasingly important, since they implicitly represent the preferences of users. The vectorized representation of a commodity with multisource and heterogeneous UGC is the key for sufficiently mining the preference information to make a recommendation. Existing studies have mostly focused on using one type of UGC, e.g., images, to enrich the representation of a commodity, ignoring other contents. When more UGC are fused, complicated models with heavy computation cost are often designed. Motivated by this, we proposed a low-computational-power model for vectorizing multisource and recommendation UGC to achieve accurate commodity representations. In our method, video description keyframes, commodities’ attribute text, and user comments were selected as the model’s input. A multi-model fusion framework including feature extraction, vectorization, fusion, and classification based on MobileNet and multilayer perceptrons was developed. In this UGC fusion framework, feature correlations between images and product comments were extracted to design the loss function to improve the precision of vectorized representation. The proposed algorithm was applied to an actual representation of a commodity described by UGC, and the effectiveness of the proposed algorithm was demonstrated by the classification accuracy of the commodity represented.

A bibliometric analysis of research on tourism content marketing: Background knowledge and thematic evolution

Content marketing is becoming an important trend in the tourism industry and is attracting the attention of many stakeholders. Previous studies have sporadically highlighted only some content marketing aspects, but none comprehensively described the topic. To fill this gap, this study adopts a comprehensive approach by combining two bibliometric co-citation and co-keyword analysis methods of 659 articles on content marketing in travel sectors. The co-citation results indicate that tourism content marketing research has been concentrated on the themes of (1) the impact of electronic word of mouth (eWOM) and word of mouth (WOM) on business performance; (2) the role of social media, user-generated content (UGC) and destination image formulation; (3) the impact of eWOM and UGC on the decision-making process; as well as (4) opportunities and challenges. Additionally, based on the co-keyword analysis, hot research topics are explored, including online review implementation; UGC implementation; communication and information search; customer behavior prediction model; the decision-making process; and issues related to user experience, quality, and management. Among these, UGC implementation is the most likely trend that researchers can develop in the future. In addition, the influence of other types of UGC (e.g., user-generated travel videos) is a promising avenue for future research. This study will help researchers understand the role and influence of tourism content marketing. Furthermore, tourism marketers can use content marketing to restore destination image and address last-minute booking issues after the COVID-19 pandemic.

The perceived image of multi-asset tourist destinations: investigating congruence across different content types

Destination image has become a crucial topic in tourism studies. However, research has scarcely considered multiple online content sources when studying the image of destinations. This paper examines different types of user-generated content in order to evaluate whether and how this content reflects the evolution of a destination’s image, and its congruence therein. The research focuses on a multi-asset tourist destination, i.e., one which draws different market segments. The results show a relatively high degree in congruence and evolution of the destination’s attractions, but also questions bits of theories on communication congruence as well as attractions’ evolution theories.

The Impact of Positive Purchase-Centered UGC on Audience’s Purchase Intention: Roles of Tie Strength, Benign Envy and Purchase Type

An increasingly ubiquitous phenomenon on social media is that consumers create user-generated content (UGC) to display their purchases. This type of UGC is purchase-centered. The viewers of the UGC can include both close friends (strong ties) and acquaintances (weak ties). This paper conducted a series of five studies to fill research gaps about the relations between tie strength, purchase intention, and benign envy. The results of the first three studies consistently show that tie strength between the buyer and the viewers positively influences the viewers’ feeling of benign envy, which in turn affects viewers’ purchase intention toward the displayed purchase. Furthermore, two additional experiments identify purchase type as a moderator of the mediation effect. Specifically, benign envy mediates the effect when the purchase is a material one but not an experiential one. These findings not only reveal how the viewers of purchase-centered UGC are influenced by tie strength and benign envy, but also demonstrate the role of purchase type in the effect of purchase-centered UGC. This research extends multiple research streams including tie strength, social comparison, and purchase type. Additionally, this research provides important implications for the practices of advertising, UGC marketing, and influencer marketing.

Effects of Instagram User-Generated Content on Travel Inspiration and Planning: An Extended Model of Technology Acceptance

Focusing on four types of user-generated content (UGC) on Instagram for travel planning, this study examined the impacts of UGC format, distribution channel, and engagement on travelers’ feelings of social presence, trustworthiness, and perceived enjoyment. These factors were then used to test an extended Technology Acceptance Model (TAM) on trip planning. Results showed response-to-marketer-action UGC hosted on official Instagram channel was an effective way to increase perceived enjoyment of travel-related UGC in a low engagement situation. Social presence, perceived trustworthiness, and perceived enjoyment were included as three external variables in an extended TAM for UGC-based travel planning. Compared to previous TAM studies, perceived ease of use and enjoyment, instead of perceived usefulness, were strong predictors of attitude and intention for UGC-based travel planning. Seeking fun with less effort is a main reason to process UGC information on Instagram for travel planning.

4W of user-generated content: why who we are and where we post influence what we post

PurposeIn continuation of Soylemez (2021), this study utilized equity theory and investigated how personal factors (personality traits) and community factors (ownership) influence relative generation of brand-oriented and community-oriented content.Design/methodology/approachA study of A/B testing was conducted with 104 online brand community (OBC) participants who had been active in an OBC in the last 30 days.FindingsMembers with a high level of conscientiousness, extroversion and neuroticism generate more brand-oriented content than community-oriented content. Openness to experience, agreeableness and community ownership have been found to have no significant effects.Practical implicationsThis research helps marketing practitioners on whether they should build their own online brand communities. The study also suggests that brands should adjust their community strategies based on the personality traits of community members and expectations from the community.Originality/valueThis is the first study that investigates how personality traits and community ownership influence the generation of different types of user-generated content (UGC).

CHALLENGES İN PROTECTİON OF USER-GENERATED CONTENT

Key words: user-generated content, types of user-generated content, copyrightable content

THE CONCEPT OF USER-GENERATED CONTENT

Key words: user-generated content, types of user-generated content, copyrightable content

Exploring online consumer curation as user-generated content

Purpose Some consumers are engaged in online curation, a type of user-generated content, in ways that can be impactful for brands. An example of online curation includes organizing themed collections of product images on Pinterest. The purpose of this paper is to present a framework of online consumer curation, introducing this topic to the marketing literature. Design/methodology/approach Through the analysis of the business and academic literature, as well as a careful study of many examples of online consumer curation, the authors present a framework for understanding online consumer curation. Findings The actions taken by online consumer curators are similar to those of museum or art gallery curators: acquiring, selecting, organizing and displaying content for an audience. The motivations for consumers to engage in online curation include building/displaying their identities and making social connections with their online audience. One outcome possible for the audience that views the curation is gaining access to carefully selected and recommended content. Research limitations/implications As online consumer curation is a new area of research, the authors suggest several marketing- and brand-relevant propositions that can be addressed in future research. Practical implications As consumers are frequently using product images and brand symbols in their online curation, it is important for marketing academics and practitioners to understand their actions. Originality/value The aim of the paper is to present a thorough introduction to the idea of online consumer curation by outlining relevant examples, providing a framework for understanding this activity and its implications for brand management, and listing ideas for future research.

Finding Stories in the Threads: Can Technical Communication Students Leverage User-Generated Content to Gain Subject-Matter Familiarity?

Background: Previous research on user-generated content in technical communication focused primarily on non-traditional forms of technical communication outside of traditional institutions and organizations. User-generated content from the forum StackOverflow provides rich knowledge and stories behind problems faced by web and software developers. This study explores how technical communicators engage in this knowledge-rich content specific to web and software developers. Our findings provide insights into how researchers, instructors, and practicing technical communicators might leverage user-generated forum content in their work. Literature review: Previous research examined how user-generated content is a form of technical writing and technical editing. Furthermore, some research in technical communication has examined how technical user forums present a type of user-generated content to which technical communicators might add value. However, no research on user forums has explicitly examined how technical communicators engage in user forums to gain subject-matter familiarity or expertise. This study seeks to explore how technical communication students engage in user forums to troubleshoot coding problems. Research questions: 1. Are technical communication students able to successfully solve unfamiliar coding problems using user-generated content posted on the StackOverflow website? Are they able to identify the conceptual knowledge needed to solve the coding problem? 2. When learning about new, unfamiliar technical content, how do technical communication students search for information and decide which forum content to engage with? 3. Do technical communication students make meaning and actively fill knowledge gaps when they engage in new, unfamiliar technical content on StackOverflow? 4. After searching and reading through user-generated forum content to troubleshoot a coding task, do technical communication students feel confident enough in what they learned to teach someone else? Results: Most participants were unable to solve any of the coding problems using StackOverflow. Those who did successfully troubleshoot the coding problems exhibited more active scanning when selecting a search thread and made meaning of thread content more closely. Conclusions: Actively engaging and making meaning of thread content reveals insights into the stories behind the thread. These stories provide important details and clues for gaining subject-matter familiarity, but users must actively engage in meaning-making to access the stories and fill knowledge gaps. Practitioners and instructors can leverage content on StackOverflow to better understand coding problems. StackOverflow threads, along with other user-generated forum content, also give instructors insight into technical audiences and can be leveraged to teach students how to use primary research to better understand audiences. Researchers can continue to study how novice users interact with user-generated content by investigating how confidence levels affect meaning-making.

Reviewing TripAdvisor and Co.: a quality analysis of hotel review sites

As an information source, hotel review websites are growing in importance for both guests and service providers. The greater reliance on this type of user-generated content indicates an increasing need for knowledge regarding its quality. In the present study, a comprehensive theory-based evaluation framework to assess the quality of hotel review websites as the channel through which this content is generated was conceptualized and applied to 10 relevant portals. The quality assessment was performed based on the concept of information adoption, which was operationalized with reference to an established theoretical model. The comparative quality analysis reveals that the greatest differences between the sites are in source credibility and argument quality, while the core competence of these sites is the provision of efficient decision-making aids.

The Effectiveness of E-tailers’ Communication Practices in Stimulating Sales of Niche versus Popular Products

Using sales data from 30,008 books from Amazon.de, this article studies the effects of four distinct online communication practices that e-tailers increasingly use: presenting product networks (recommender systems), social features (electronic word of mouth and various types of user-generated content), free trials, and vivid content. These practices vary greatly in their effectiveness in influencing consumers’ purchase decisions. The author also provides insights into the sales frequencies of popular versus niche products, in response to the selective use of these communication practices. Long-tail theory argues that consumers are particularly attracted to buying niche products, because these products match their personal preferences better than mainstream products do. In contrast, superstar theory predicts increased sales frequencies for popular goods. However, the results from this large sample reveal that both popular and niche products gain sales. The findings specify how different communication practices relatively and differentially affect sales of popular and niche products, which has notable implications for managers’ selective uses of these tools.

Sentimental interplay between structured and unstructured user-generated contents

Purpose– User-generated content (UGC), i.e. the feedback from consumers in the electronic market, including structured and unstructured types, has become increasingly important in improving online businesses. However, the ambiguity and heterogeneity, and even the conflict between the two types of UGC, require a better understanding from the perspective of human cognitive psychology. By using online feedback on hotel services, the purpose of this paper is to explore the effects of satisfaction level, opinion dispersion and cultural context background on the interrelationship between structured and unstructured UGC.Design/methodology/approach– Natural language processing techniques – specifically, topic classification and sentiment analysis on the sentence level – are adopted to retrieve consumer sentiment polarity on five attributes relative to itemized ratings. Canonical correlation analyses are conducted to empirically validate the interplay between structured and unstructured UGC among different populations segmented by the mean-variance approach.Findings– The variety of cognitions displayed by individuals affects the general significant interrelationship between structured and unstructured UGC. Extremely dissatisfied consumers or those with heterogeneous opinions tend to have a closer interconnection, and the interaction between valence and dispersion further strengthens or loosens the relationship. The satisfied or neutral consumers tend to show confounding sentiment signals in relation to the two different UGC. Chinese consumers behave differently from non-Chinese consumers, resulting in a relatively looser interplay.Practical implications– By identifying consistent opinion providers and promoting more valuable UGC, UGC platforms can raise the quality of information generated. Hotels will then be able to enhance their services through the strategic use of UGC by analyzing reviews with dispersed low-itemized rating and by addressing the differences exhibited by non-Chinese customers. This analytical method can also help to create richly structured sentiment information from unstructured UGC.Originality/value– This paper investigates the variety of cognitive behaviors in the process when UGC are contributed by online reviewers, focussing on the consistency between structured and unstructured UGC. The study helps researchers understanding emotion recognition and affective computing in social media analytics, which is achieved by exploring the variety of UGC information and its relationship to the contributors’ cognitions. The analytical framework adopted also improves the prior techniques.

Facebook use by the open access repository users

Purpose – The purpose of this paper is to explore the type and implications of user-generated content posted by users of an open access institutional repository (DSpace) on Facebook. Design/methodology/approach – The identified user-generated content was organised into three categories: personal; professional; and social information. It encompassed all content from the members of the “DSpace” Facebook group, posted during the seven-year period (2007-2014). The posts were read and analysed to identify and categorise user-generated content posted by users to determine how Facebook is used by open access repository users. Findings – The results of analysis demonstrate the importance of social information posted by users over personal and professional information. Major types of user-generated content posted by users in the social information category were request, greetings, status-update, and announcement. Further, there has been a threefold increase in the number of user postings in the last two years (2013-2014), when posts were analysed over a seven-year period. Research limitations/implications – This study contributes to the theory on the implications eventuating from user-generated content posted by users of an open access institutional repository. An analysis of user-generated content identified in this study implies that users of DSpace open access repository are primarily using Facebook for information seeking, relationship building, and knowledge dissemination. Practical implications – By analysing the findings, administrators and policy makers of open access repositories could identify the extent of user support in the form of technical assistance, improved sustainability of supported projects, user community development, marketing and communications required to sustain open access scholarly communication. Originality/value – Previous studies examined how social networking sites have been used for a different purpose (interaction, collaboration, and discussion), but to date there has been very little research into the use of Facebook, a public social networking site, by open access repository users. Hence, this study addresses this gap in the literature by an interpretive analysis of user-generated content posted by users on the “DSpace” Facebook group.

Making Reservations Online: The Impact of Consumer-Written and System-Aggregated User-Generated Content (UGC) in Travel Booking Websites on Consumers’ Behavioral Intentions

ABSTRACTThis study examines how consumer-written and system-aggregated user-generated content (UGC) on travel booking websites jointly influence consumer behavior. The purpose of this research is to test the effects of different types of UGC on various consumer behavior outcomes. Experiment 1 found a significant interaction effect between UGC type (consumer-written versus system-aggregated) and valence (positive versus negative) on product evaluation, perceived information value, and satisfaction. Experiment 2 found a significant interaction between consumer-written and system-aggregated UGC valences. When consumer-written UGC was negative, consumers demonstrated more negative product evaluation and lower buying intention, regardless of system-aggregated UGC valence. When consumer-written and system-aggregated UGC valences matched, consumers indicated greater perceived information value, satisfaction, and future behavioral intention. Trustworthiness partially mediated the effect of the fit between consumer-written and system-aggregated UGC on consumer satisfaction.

Is Neutral Really Neutral? The Effects of Neutral User-Generated Content on Product Sales

This article aims to specify the performance implications of neutral user-generated content (UGC) on product sales by differentiating mixed-neutral UGC, which contains an equal amount of positive and negative claims, from indifferent-neutral UGC, which includes neither positive nor negative claims. The authors propose that positive and negative UGC only provide opportunities for consumers to process product-related information, whereas both mixed- and indifferent-neutral UGC affect consumers’ motivation and ability to process positive and negative UGC. The results of three studies using multiple measures (text and numerical UGC), contexts (automobiles, movies, and tablets), and methods (empirical and behavioral experiment) indicate contrasting premium and discount effects such that mixed-neutral UGC amplifies the effects of positive and negative UGC, whereas indifferent-neutral UGC attenuates them. Empirical evidence further indicates that ignoring mixed- or indifferent-neutral UGC leads to substantial under- or overestimates of the effects of positive and negative UGC. The effects of neutral UGC on product sales thus are not truly neutral, and the direction of the bias depends on both the type of UGC and the distribution of positive and negative UGC.

Defining What Matters When Preserving Web-Based Personal Digital Collections: Listening to Bloggers

User-generated content (UGC) has become a part of personal digital collections on the Web, as such collections often contain personal memories, activities, thoughts and even profiles. With the increase in the creation of personal materials on the Web, the needs for archiving and preserving these materials are increasing, not only for the purpose of developing personal archives but also for the purpose of capturing social memory and tracking human traces in this era. Using both survey and interview methods, this study investigated blogs, one popular type of UGC, and analyzed travel bloggers’ perceptions of the value of blogs and the elements of blogs that are important for preservation. The study respondents found personal and sentimental value (e.g., a way to express themselves, a way to keep personal memories and thoughts, and a way to maintain a record for their family) to be the most important reason for preserving blogs, followed by informational value and cultural/historical value. Sharing also appeared as one of the values that respondents found in their blogs. The respondents reported that self-created blog posts (content) and information related to the blog posts (context) are more important to preserve than some other elements (behavior and appearance). Integrating what bloggers consider as most valuable and what archivists think are worth preserving may be an important step when collecting personal blogs.

The Empowered Customer: User-Generated Content and the Future of Marketing

The boundaries that traditionally delineated the roles of consumers and firms are being blurred as users take on creative tasks that were previously managed solely by commercial firms. This paper argues that the user-generated content (UGC) created by these consumers represents a profound shift of power from firms to consumers. In order to better understand this changing landscape, as well as to distinguish the various types of UGC in which customers most commonly engage, and highlight the benefits and challenges associated with these types, we present a new UGC typology that takes into account the objectives that consumers pursue as well as the type of knowledge flow that is activated when consumers produce UGC. We draw on existing literature and use illustrative examples to explicate these UGC types and explore the implications of UGC for marketing thought and practice.