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Xu, Zhehan (2022) Social Media Engagement: How do the Characteristics of Brand-related User-generated Content Motivate Engagement Behaviour with the Moderating Effect of Social Relationships. [Dissertation (University of Nottingham only)]

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Abstract

The number of consumers using social media is increasing globally and social media becomes an important tool for marketers to promote brand marketing campaigns. The advent of social media enables consumers to actively show opinions and attitudes rather than passively receive branded content. On social media platforms, such as Sina Weibo, consumers can comment, forward and post user-generated content engaging with social media, thereby influencing the engagement behaviour of other users. Compared to traditional business-to-consumer communication, consumer-to-consumer communication such as user-generated content may be more likely to gain consumer trust and influence engagement behaviour.

In the context of social media engagement, this research examined how social relationships between users moderate the relationship between user-generated content and engagement behaviour, and the impact of engagement behaviour on brand trust, to find out how brands can optimise their social media marketing strategies and promote consumer engagement. This research was based on a quantitative analysis using an online questionnaire distributed to users who have used Weibo, and 93 valid responses were collected. The results show that the perceived informativeness of user-generated content had a greater impact on consumption behaviour, while the perceived entertainment value of the content was more influential on contribution and creation behaviour. In addition, tie strength in social relationships negatively moderated the relationship between the characteristics of user-generated content and creation behaviour. Regarding the benefits of engagement behaviours for brands, only the positive relationship between contribution behaviours and brand trust was supported. Furthermore, brands and marketers should focus on user-generated content in their marketing strategies, seek a balance between informativeness and entertainment value in social media content, and pay attention to the effect of weak ties on motivating engagement behaviour.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	Xu, Zhehan
Date Deposited:	05 Jul 2023 14:52
Last Modified:	05 Jul 2023 14:52
URI:	https://eprints.nottingham.ac.uk/id/eprint/70355

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