Investigating consumers’ motivations to create brand-related user-generated content on social media platforms

Abstract

Purpose: User-generated content (UGC) is one of the most influential content types within the marketing toolbox. The purpose of this study is to investigate consumers’ attitudes towards brand-related UGC and the intrinsic and extrinsic motivations that drive content creation. The study aims to establish whether consumers’ attitudes and motivations differ according to their demographic and creativity traits. The motivations to create brand-related UGC will also be studied in accordance to consumers’ attitudes towards UGC and their relationship with the brands they create content for. The outcome of this study is expected to help brands identify ways to encourage consumers to participate in the highest form of customer engagement and identify the consumers that are most likely to participate. Research Design: The research objectives were obtained through a quantitative study through the distribution of a self-administered, internet-mediated questionnaire, distributed to social media users above the age of 18. Research Findings and Implications: Results indicate that younger participants are more likely to have a positive attitude towards UGC. Younger participants with a high level of creativity are also more likely to participate in the creation of UGC. When creating content, consumers are predominantly motivated by intrinsic motivations including self-expression, information, entertainment and competence. These motivations differ according to the demographic and creativity traits of the individual creator. Recognition by a brand is also considered important to drive content creation and fuel stronger brand relationships. Results indicate that brands should move away from trying to control content creators and instead work towards creating strategies that aim to recognise the content being produced. Recognition alone may be enough to drive further creation and strengthen brand relationships. Originality and Value: This study offers value to both researchers and practitioners. The study provides insights into the motivations that drive the creation of brand-related UGC and expands the knowledge on the attitudes and behaviours of online consumers. The research also provides insights into how brands can develop strategies to maximise online customer engagement.