Figure 1.
The conceptual framework diagram illustrates relationships between social media content variables and brand outcome variables. On the left, the grouped section labelled User Generated Content contains four boxes labelled Likes, Comments, Shares, and Reviews and Ratings. Below this, the grouped section labelled Firm Generated Content contains Social Media Advertising, Social Media Promotion, and Social Media Interactive Marketing. Arrows from the user-generated content variables connect to Brand Trust and Brand Engagement. The paths leading to Brand Trust are labelled H 1 a 1, H 1 a 2, H 1 a 3, and H 1 a 4, while the paths leading to Brand Engagement are labelled H 1 b 1, H 1 b 2, H 1 b 3, and H 1 b 4. Arrows from the firm-generated content variables also connect to Brand Trust and Brand Engagement. The paths leading to Brand Trust are labelled H 2 a 1, H 2 a 2, and H 2 a 3, while the paths leading to Brand Engagement are labelled H 2 b 1, H 2 b 2, and H 2 b 3. At the centre-right, the Brand Trust box connects downward to Brand Engagement through the path labelled H 3 a and horizontally to Brand Usage Intention through the path labelled H 3 b. Brand Engagement also connects to Brand Usage Intention through the path labelled H 5. Above Brand Trust, a dashed grouping contains three boxes labelled Perceived Benevolence, Perceived Credibility, and Perceived Reputation, with directional arrows linking them to Brand Trust. The diagram presents a theoretical model explaining how user-generated and firm-generated social media activities influence trust, engagement, and brand usage intention.Conceptual model