Who should say what? Interaction effect of content type and source for digital brand-related content

Sandra Arrivé () and Andria Andriuzzi ()
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Sandra Arrivé: IÉSEG School Of Management [Puteaux]
Andria Andriuzzi: UJM - Université Jean Monnet - Saint-Étienne, COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: In today's age of influencers and user-generated content, the effectiveness ofdigital content is of importance in marketing. However, it remains unclear if contentproduced by brands or consumers is more effective and whether the content should beinformative or persuasive. In this study, we ran two experiments and found that, whenexposed to consumer-generated content, consumers engage more with the brand and aremore likely to purchase when the content is informative rather than persuasive. Thisrelationship may be explained by a serial mediation path: consumer-generated persuasivecontent activates persuasion knowledge, which tends to lower brand trust, with adetrimental effect on marketing outcomes. Conversely, in brand-generated content, wefound no difference between informative and persuasive approaches. Highlighting theneed to adapt content to the channel, this research contributes to the literature on contentand influencer marketing, with practical implications for marketers investing in socialmedia and influencer campaigns.

Keywords: brand engagement; content marketing; persuasion knowledge; user-generated content; uses and gratification (search for similar items in EconPapers)
Date: 2024
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Published in Social Computing and Social Media, International Conference on Human-Computer Interaction, HCI International, 2024, Washington DC, United States

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04906372

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