Merchandising/Marketing/Retailing: Branding

User-generated Content across Social Media: An Apparel vs. Service Brand Comparison

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Abstract

As firms attempt to facilitate conversations on social media to connect with and better understand consumers, research evidence is accumulating that consumer-generated content on social media play an important role in consumer brand experience (Gensler et al., 2013; Schivinsk &Dabrowski, 2014); however, an answered question remains: How does variance in brand-related user-generated content (UGC) across social media platforms vary by the type of retail brands? The purpose of this study is to address this question by examining disparity inherent to the brand user-generated content in existing social media channels and compare the disparity between goods and service retail brands as opposed to service retail brands. It is among the first to investigate brand-related user-generated content in social media of apparel retail brands as opposed to service retail brands.

How to Cite:

Hur, S. & Ha, S., (2015) “User-generated Content across Social Media: An Apparel vs. Service Brand Comparison”, International Textile and Apparel Association Annual Conference Proceedings 72(1).