What question did this study set out to answer?

This research aims to examine how brand-related user-generated content varies across different social media platforms.

March 31, 2012Journal of Interactive Marketing

How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?

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Authors

ASAndrew SmithNewcastle University EFEileen FischerYork University CYChen YongjianTrent University

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Implication

Content analysis reveals differences in brand-related user-generated content in retail-apparel on YouTube, Facebook, and Twitter, indicating distinct channel influences.

Key Points

This research aims to examine how brand-related user-generated content varies across different social media platforms.
Conducted a content analysis of 600 UGC posts from two apparel brands: Lululemon and American Apparel.
Analyzed UGC across six dimensions derived from literature and inductive analysis.
Compared the extent of proactive social media management by the brands.
Overall differences in UGC dimensions were observed across YouTube, Facebook, and Twitter.
Brand management strategies showed significant impacts on UGC types for both brands.
The framework developed offers insights into the effectiveness of different social media channels on brand communications.

Cite This Study

Smith et al. (2012) studied this question.

synapsesocial.com/papers/69dba22a498b35d3e6a3ceb5 https://doi.org/10.1016/j.intmar.2012.01.002

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Implication

Content analysis reveals differences in brand-related user-generated content in retail-apparel on YouTube, Facebook, and Twitter, indicating distinct channel influences.

How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?

Discussion

Member takes

Implication

Key Points

Cite This Study

How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?

Discussion

Member takes

Implication

Key Points

Cite This Study

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