...Rong Huang; Jeffrey Wiebe; Ryan Heath Purpose This study aims to contribute to growing bodies of literature on corporate political advocacy ( CPA ) and user-generated content ( UGC ). Specifically, it examines how consumers’ UGC efforts are driven by ideological alignment with brands’ CPA...

... Emerald Publishing Limited Licensed re-use rights only User-generated content Firm-generated content Online reviews Online company responses Text mining Digital marketplace Figure 1 displays the research framework we use to investigate RQ1–3. We discuss each...

...Kemal Cem Soylemez Purpose This study aims to categorize user-generated content (UGC) based on the target audience, namely, brand-oriented content (BOC) and community-oriented content (COC). By using the equity theory, this study investigated how personal factors (motivations and self-construal...

...Rajasree K. Rajamma; Audhesh Paswan; Nancy Spears Purpose User-generated content (UGC), e.g. YouTube videos on social media, is all around us. These UGCs are primarily demonstrational and/or informational in their execution format. However, viewers could easily misclassify the UGCs and that may...

... to classic research on narcissism and self-concept and to determine the effectiveness of selfie-marketing in visual user-generated content. Design/methodology/approach A mixed methods approach is used across two studies. Study 1’s qualitative exploration uses the grounded theory method by analyzing semi...

... begun” (p. 254). Rosenbaum concludes by posing the question “What role do you want to play” (p. 255) in the curation nation? Curation Social Media User‐generated content Rosenbaum's book is about an old term, curation (think museum curators!), in a new and powerful context (think online...