Table 1 Recent research on the impact of... | Emerald Publishing

Table 1

Recent research on the impact of marketer-generated content features

Study	Content feature	Consumer engagement	Main finding
Chandrasekaran et al. (2019)	Remunerative and informative content	Commenting, sharing	Remunerative and informative MGC increases consumers' comments and shares, respectively
Koh et al. (2021)	The title's language style	Rating	If the language style in an MGC title meets standard expectations for linguistic behaviors in given social and cultural circumstances, the MGC generates better overall ratings from consumers
Liang et al. (2020)	Differences in MGC content	Generating reviews	MGC with comprehensive and detailed descriptions about a service and a host increases consumers' review volume
McShane et al. (2021)	Emoji	Liking, sharing	MGC with emoji increases consumers' likes and shares
Moran et al. (2020)	Interactivity cues and media richness	Engagement	The interactivity cues and media richness included in MGC increase consumer engagement with a brand
Pezzuti et al. (2021)	Language style	Engagement	MGC with more certainty words makes a brand more powerful and increases consumer engagement
Vargo (2016)	Informative cues	Engagement	MGC promoting giveaways influences consumer engagement positively, and promotional MGC influences engagement negatively
Weiger et al. (2019)	Affiliative content and utilitarian content	Engagement	MGC with affiliative content increases consumer engagement through autonomous motivation, and MGC with utilitarian content increases consumer engagement through controlled motivation
Yang et al. (2020)	Promotion depth and breadth	Sharing	MGC expressing a promotion in depth encourages instant sharing but not distant sharing among consumers. Meanwhile, MGC expressing a promotion in breadth reduces instant sharing but increases distant sharing among consumers
Yousaf et al. (2021)	Message vividness and orientation	Engagement	MGC with a more vivid message and more interactive or audio-visual content enhances consumer engagement, whereas MGC with a task-based or instrumental orientation leads to low- or medium-level consumer engagement

Study	Content feature	Consumer engagement	Main finding
Chandrasekaran et al. (2019)	Remunerative and informative content	Commenting, sharing	Remunerative and informative MGC increases consumers' comments and shares, respectively
Koh et al. (2021)	The title's language style	Rating	If the language style in an MGC title meets standard expectations for linguistic behaviors in given social and cultural circumstances, the MGC generates better overall ratings from consumers
Liang et al. (2020)	Differences in MGC content	Generating reviews	MGC with comprehensive and detailed descriptions about a service and a host increases consumers' review volume
McShane et al. (2021)	Emoji	Liking, sharing	MGC with emoji increases consumers' likes and shares
Moran et al. (2020)	Interactivity cues and media richness	Engagement	The interactivity cues and media richness included in MGC increase consumer engagement with a brand
Pezzuti et al. (2021)	Language style	Engagement	MGC with more certainty words makes a brand more powerful and increases consumer engagement
Vargo (2016)	Informative cues	Engagement	MGC promoting giveaways influences consumer engagement positively, and promotional MGC influences engagement negatively
Weiger et al. (2019)	Affiliative content and utilitarian content	Engagement	MGC with affiliative content increases consumer engagement through autonomous motivation, and MGC with utilitarian content increases consumer engagement through controlled motivation
Yang et al. (2020)	Promotion depth and breadth	Sharing	MGC expressing a promotion in depth encourages instant sharing but not distant sharing among consumers. Meanwhile, MGC expressing a promotion in breadth reduces instant sharing but increases distant sharing among consumers
Yousaf et al. (2021)	Message vividness and orientation	Engagement	MGC with a more vivid message and more interactive or audio-visual content enhances consumer engagement, whereas MGC with a task-based or instrumental orientation leads to low- or medium-level consumer engagement