Table 5. Conclusion and theoretical and...

Table 5.

Conclusion and theoretical and managerial implications

Conclusion	Theoretical and managerial implications
User-generated content (UGC) and Firm-generated content (FGC) dimensions enhance brand usage intention (BUI) through brand engagement (BE) and brand trust (BT) among sports brands across social media (SM) platforms The multidimensionality of BT, namely, perceived benevolence, perceived credibility, and perceived reputation, strengthens the relationship of UGC and FGC on BUI The dimension comments of UGC and FGC’s interactive social media marketing are the most contributing factors to BUI	Integrating the theory of planned behavior (TPB) study adds to the theory in explaining the effects of UGC and FGC dimensions on BUI through BE and the multidimensionality of BT among sports brands across SM platforms, offering a novel framework Managers can enhance UGC dimensions through post-purchase incentives and interactive campaigns, tailoring FGC for product relevance, contests and product showcases to engage audiences effectively, thereby increasing credibility through transparent communication, quality content, and direct audience interaction, leading to stronger BUI

Conclusion	Theoretical and managerial implications
User-generated content (UGC) and Firm-generated content (FGC) dimensions enhance brand usage intention (BUI) through brand engagement (BE) and brand trust (BT) among sports brands across social media (SM) platformsThe multidimensionality of BT, namely, perceived benevolence, perceived credibility, and perceived reputation, strengthens the relationship of UGC and FGC on BUIThe dimension comments of UGC and FGC’s interactive social media marketing are the most contributing factors to BUI	Integrating the theory of planned behavior (TPB) study adds to the theory in explaining the effects of UGC and FGC dimensions on BUI through BE and the multidimensionality of BT among sports brands across SM platforms, offering a novel frameworkManagers can enhance UGC dimensions through post-purchase incentives and interactive campaigns, tailoring FGC for product relevance, contests and product showcases to engage audiences effectively, thereby increasing credibility through transparent communication, quality content, and direct audience interaction, leading to stronger BUI

Conclusion

Theoretical and managerial implications

User-generated content (UGC) and Firm-generated content (FGC) dimensions enhance brand usage intention (BUI) through brand engagement (BE) and brand trust (BT) among sports brands across social media (SM) platformsThe multidimensionality of BT, namely, perceived benevolence, perceived credibility, and perceived reputation, strengthens the relationship of UGC and FGC on BUIThe dimension comments of UGC and FGC’s interactive social media marketing are the most contributing factors to BUI

Integrating the theory of planned behavior (TPB) study adds to the theory in explaining the effects of UGC and FGC dimensions on BUI through BE and the multidimensionality of BT among sports brands across SM platforms, offering a novel frameworkManagers can enhance UGC dimensions through post-purchase incentives and interactive campaigns, tailoring FGC for product relevance, contests and product showcases to engage audiences effectively, thereby increasing credibility through transparent communication, quality content, and direct audience interaction, leading to stronger BUI

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