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

Andrew N. Smith, Eileen Fischer and Chen Yongjian

Journal of Interactive Marketing, 2012, vol. 26, issue 2, 102-113

Abstract: This study tests hypotheses regarding differences in brand-related user-generated content (UGC) between Twitter (a microblogging site), Facebook (a social network) and YouTube (a content community). It tests them using data from a content analysis of 600 UGC posts for two retail-apparel brands (Lululemon and American Apparel), which differ in the extent to which they manage social media proactively. Comparisons are drawn across six dimensions of UGC; the dimensions were drawn from a priori reading and an inductive analysis of brand-related UGC. This research provides a general framework for comparing brand-related UGC, and helps us to better understand how particular social media channels and marketing strategies may influence consumer-produced brand communications.

Keywords: User-generated content (UGC); Content analysis; Social media; Social media marketing; YouTube; Facebook; Twitter (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (105)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:26:y:2012:i:2:p:102-113

DOI: 10.1016/j.intmar.2012.01.002

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