Brand-generated Content on Social Media: An Empirical Analysis Using SOR/ELM Perspectives

Brands progressively use social media to connect with customers; however, little evidence exists on whether brand-generated content on social media (BGCSM) can improve brand-related outcomes. The current study examines how BGCSM can improve the intention to co-create brand value and resistance to negative brand information through brand love and self-brand connection. The research also tests the involvement with BGCSM as a moderator in the connection between BGCSM and brand love and self-brand connection. To evaluate the model, 407 responses were obtained from social media users who follow a brand page. The findings of the study indicate a critical role of BGCSM in developing an intention to co-create brand value and resistance to negative brand information with the mediation of brand love and self-brand connection. The study would benefit brand managers by helping them recognize the role of BGCSM in improving consumers’ responses and the prominence of building brand love and self-brand connection when crafting brand-related content on social media.