An Empirical Study of the Motivations for Intention to Read Brand-related User-generated Content on Social Media in Vietnam
Main Article Content
Abstract
This study investigates the motivations of social media users for their intention to read brand-related user-generated content (B-UGC). The study applies the uses and gratifications (U&G) approach to identify the typology of UGC reading motivations. It examines other possible motives from theory of planned behavior to a conceptualized research model. Following quantitative methodology, a questionnaire survey was carried out with 263 valid respondents. The assessment of the research model and hypotheses is analyzed using confirmatory factor analysis and structural equation modeling. The research found that information-seeking and social interaction have a significant impact on attitude towards UGC, which is the most significant predictor of intention to read B-UGC. Entertainment and passing time gratifications are significantly related to attitude toward B-UGC, and the perceived power of control would not significantly affect the intention to read B-UGC. This study discusses managerial implications for directing and managing the brand-related content in social media.
Keywords:
User-generated content, uses and gratifications, social media, theory of planned behavior.
References
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[2] Shao, G., “Understanding the Appeal of User-generated Media: A Uses and Gratification Perspective,” Internet Research, 19 (2009), 7-25.
[3] W&S, Report on Social Media Usage of Vietnamese 2018, 2018.
[4] Deighton, J. & Kornfeld, L., “Interactivity’s Unanticipated Consequences for Marketers and Marketing,” Journal of Interactive Marketing, 23 (2009), 4-10.
[5] Rubin, A. M., Bryant, J. & Zillmann, D., Media Effects: Advances in Theory and Research, Media Effects, 2002.
[6] Rosengren, K. E., “Uses and Gratifications: A Paradigm Outlined,” The Uses of Mass Communications: Current Perspectives on Gratifications Research, 3 (1974), 269-286.
[7] Daugherty, T., Eastin, M. S., Bright, L. F. & Chu, S. C., “Expectancy-value: Identifying Relationships Associated with Consuming User-generated Content,” Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, 2011, IGI Global.
[8] Daugherty, T., Eastin, M. S. & Bright, L., “Exploring Consumer Motivations for Creating User-generated Content,” Journal of Interactive Advertising, 8 (2008), 16-25.
[9] Smith, A. N., Fisher, E. & Yongjian, C., “How Does Brand-related User-generated Content Differ Across YouTube, Facebook, and Twitter?,” Journal of Interactive Marketing, 26 (2012), 102-113.
[10] Accenture, Accenture's 2013 Global Consumer Pulse Survey Global & U.S. Key Findings, 2013.
[11] Stewart, D. W. & Pavlou, P. A., “From Consumer Response to Active Consumer: Measuring the Effectiveness of Interactive Media,” Journal of the Academy of Marketing Science, 30 (2002), 376-396.
[12] Cheong, H. J. & Morrison, M. A., “Consumers’ Reliance on Product Information and Recommendations Found in UGC,” Journal of Interactive Advertising, 8 (2008), 38-49.
[13] Lipsman, A., Mudd, G., Rich, M. & Bruich, S., “The Power of “Like”: How Brands Reach (and Influence) Fans Through Social-Media Marketing,” Journal of Advertising Research, 52 (2012), 40-52.
[14] Lu, L.C., Chang, W.P. & Chang, H.H, “Consumer Attitudes Toward Blogger’s Sponsored Recommendations and Purchase Intention: The Effect of Sponsorship Type, Product Type, and Brand Awareness,” Computers in Human Behavior, 34(2014), 258-266.
[15] Mendes-Filho, L., Mills, A.M., Tan, F.B. and Milne, S., “Empowering the Traveler: An Examination of the Impact of User-generated Content on Travel Planning,” Journal of Travel & Tourism Marketing, 35 (2018) 4, 425-436.
[16] Chu, S.C. & Kim, Y., “Determinants of Consumer Engagement in Electronic Word-of-Mouth (eWOM) in Social Networking Sites,” International Journal of Advertising, 30 (2011), 47-75.
[17] Connors, J., “The Benefits of User-Generated Content,” Raven, 2013, https://raventools.com/blog/benefits-user-generated-content/ (accessed 13 June 2019).
[18] Christodoulides, G., Michaelidou, N. & Argyriou, E., “Cross-national Differences in e-WOM Influence,” European Journal of Marketing, 46 (2012), 1689-1707.
[19] Strizhakova, Y., Coulter, R. A. & Price, L. L., “The Meanings of Branded Products: A Cross-National Scale Development and Meaning Assessment,” International Journal of Research in Marketing, 25 (2008), 82-93.
[20] Rỉegner, C., “Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions,” Journal of Advertising Research, 47 (2007), 436-447.
[21] Ajzen, I. & Fishbein, M., Understanding Attitudes and Predicting Social Behaviour, Prentice-Hall, 1980.
[22] Fishbein, M. & Ajzen, I., Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley, 1975.
[23] Eagly, A. H. & Chaiken, S., The Psychology of Attitudes, Harcourt Brace Jovanovich College Publishers, 1993.
[24] Poh, D. M. H. & Adam, S., An Exploratory Investigation of Attitude Toward the Website and the Advertising Hierarchy of Effects, Southern Cross University, 2002, 620-631.
[25] Fitzmaurice, J., “Incorporating Consumers’ Motivations into the Theory of Reasoned Action,” Psychology & Marketing, 22 (2005), 911-929.
[26] Oliver, R. L. & Bearden, W. O., “Crossover Effects in the Theory of Reasoned Action: A Moderating Influence Attempt,” Journal of Consumer Research, 12 (1985), 324-340.
[27] Ramayah, T., Rouibah, K., Gopi, M. & Rangel, G. J., “A Decomposed Theory of Reasoned Action to Explain Intention to Use Internet Stock Trading among Malaysian Investors,” Computers in Human Behavior, 25 (2009), 1222-1230.
[28] Chu, S.C., “Viral Advertising in Social Media,” Journal of Interactive Advertising, 12 (2011), 30-43.
[29] Bagozzi, R. P. & Dholakia, U. M., “Intentional Social Action in Virtual Communities,” Journal of Interactive Marketing, 16 (2002), 2-21.
[30] Ajzen, I., “The Theory of Planned Behavior,” Organizational Behavior and Human Decision Processes, 50 (1991), 179-211.
[31] Page, R., “Expectancy-Value: Identifying Relationships Associated with,” Handbook of Research on Digital Media and Advertising: User Generated Content Consumption: User Generated Content Consumption (2010), 146.
[32] Perry, D. K., Theory and Research in Mass Communication: Contexts and Consequences, Routledge, 2001.
[33] Flaherty, L. M., Pearce, K. J. & Rubin, R. B., “Internet and Face-to-face Communication: Not Functional Alternatives,” Communication Quarterly, 46 (1998), 250-268.
[34] Papacharissi, Z. & Rubin, A. M., “Predictors of Internet Use,” Journal of Broadcasting & Electronic Media, 44 (2000), 175-196.
[35] Chan, A., “Social Interaction Design Case Study: MySpace,” Retrieved Sept, 26 (2006).
[36] Kaye, B. K., “It’s a Blog, Blog, Blog World: Users and Uses of Weblogs,” Atlantic Journal of Communication, 13 (2005), 73-95.
[37] McMillan, S. J., “Exploring Models of Interactivity from Multiple Research Traditions: Users, Documents, and Systems,” Handbook of New Media, 2 (2002), 205-229.
[38] Hester, J. B., “Using a Web-based Interactive Test as a Learning Tool,” Journalism & Mass Communication Educator, 54 (1999), 35-41.
[39] Kramer, J., Nohonha, S. & Vergo, J., “A User-centered Design Approach to Personalization,” Communications of the ACM, 43 (2000), 44-48.
[40] Larose, R. & Eastin, M. S., “A Social Cognitive Theory of Internet Uses and Gratifications: Toward a New Model of Media Attendance,” Journal of Broadcasting & Electronic Media, 48 (2004), 358-377.
[41] Thompson, N., Wang, X. and Daya, P., “Determinants of News Sharing Behavior on Social Media,” Journal of Computer Information Systems, 60 (2019) 6, 593-601.
[42] Katz, E., Blumler, J. G. & Gurevitch, M., “Uses and Gratifications Research,” The Public Opinion Quarterly, 37 (1973), 509-523.
[43] Rubin, A. M., “Uses-and-gratifications Perspective on Media Effects,” In J. Bryant & D. Zillmann (Eds.), Media Effects: Advances in Theory and Research, Lawrence Erlbaum Associates Publishers, 2002.
[44] Knoll, J. & Proksch, R., “Why We Watch Others’ Responses to Online Advertising-Investigating Users’ Motivations for Viewing User-Generated Content in the Context of Online Advertising,” Journal of Marketing Communications, 23 (2017), 400-412.
[45] Park, N., Kee, K. F. & Valenzuela, S., “Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes,” CyberPsychology & Behavior, 12 (2009), 729-733.
[46] Chan, Y. Y., “Modeling Audience Interactivity as the Gratifi Cation-Seeking Process in Online Newspapers,” Communication Theory, 21 (2011) 1, 67-89.
[47] Trusov, M., Bucklin, R. E. & Pauwels, K., “Effects of Word-of-mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site,” Journal of Marketing, 73 (2009), 90-102.
[48] Hussain, A. and Shabir, G., “Cognitive Needs and Use of Social Media: A Comparative Study of Gratifications Sought and Gratification Obtained,” Information Discovery and Delivery, January 2020.
[49] Ruggiero, T. E., “Uses and Gratifications Theory in the 21st Century,” Mass Communication & Society, 3 (2000), 3-37.
[50] Mcqail, D., Mass Communication Theory: An Introduction, SAGE Publications Ltd., 1987.
[51] Muntinga, D. G., Moorman, M. & Smit, E. G., “Introducing COBRAs: Exploring Motivations for Brand-related Social Media Use,” International Journal of Advertising, 30 (2011), 13-46.
[52] Hunt, D., Atkin, D. & Krishnan, A., “The Influence of Computer-Mediated Communication Apprehension on Motives for Facebook Use,” Journal of Broadcasting & Electronic Media, 56 (2012), 187-202.
[53] Bradley, G., “Gratifications of Television Viewing and Their Correlates for British Children,” The Uses of Mass. Communications Current Perspectives on Gratifications Research (1974), 71-925.
[54] Rubin, A. M., “Television Usage, Attitudes and Viewing Behaviors of Children and Adolescents,” Journal of Broadcasting & Electronic Media, 21 (1977), 355-369.
[55] Barwise, P. & Ehrenberg, A., Television and Its Audience, Sage, 1988.
[56] Gallion, A. J., “Applying the Uses and Gratifications Theory to Social Networking Sites: A Review of Related Literature,” Academia. Edu. (2012).
[57] Ellison, N. B., Steinfield, C. & Lampe, C., “The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites,” Journal of Computer-Mediated Communication, 12 (2007), 1143-1168.
[58] Katz, E., Haas, H. & Gurevitch, M., “On the Use of the Mass Media for Important Things,” American Sociological Review (1973), 164-181.
[59] Rubin, A. M., “Television uses and Gratifications: The Interactions of Viewing Patterns and Motivations,” Journal of Broadcasting & Electronic Media, 27 (1983), 37-51.
[60] Korgaonkar, P.K., Wolin, L. D., “A Multivariate Analysis of Web Usage,” Journal of Advertising Research 39 (1999), 53-68.
[61] Muyingo, R.I., “Usage and Gratification of Social Media in Higher Education: A Survey on the Perceptions of International Students in Turkey,” Online Journal of Communication and Media Technologies, 7 (2017), 159-181.
[62] Gan, C. and Wang, W., “Uses and Gratifications of Social Media: A Comparison of Microblog and WeChat,” Journal of Systems and Information Technology, 17 (2015) 4, 351-363.
[63] Chung, C. and Austria, K., “Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value,” Proceedings of the Northeast Business & Economics Association, 2010.
[64] Billings, A., Brown-Devlin, N., Brown, K. and Devlin, M.B., “When 18 Days of Television Coverage Is Not Enough: A Six-Nation Composite of Motivations for Mobile Device Use in 2018 Winter Olympic Games,” Mass Communication and Society, 22 (2019) 4, 535-557.
[65] Vaterlaus, J.M., Spruance, L.A., Frantz, K. and Kruger, J.S., “College Student Television Binge Watching: Conceptualization, Gratifications, and Perceived Consequences,” The Social Science Journal, 56 (2019) 4, 470-479.
[66] Demba, D., Chiliya, N., Chuchu, T. and Ndoro, T.T., “How User-Generated Content Advertising Influences Consumer Attitudes, Trust and Purchase Intention of Products and Services,” Communicare, 38 (2019) 1, 136-149.
[67] Ukpabi, D.C. and Karjaluoto, H., “What Drives Travelers’ Adoption of User-generated Content? A Literature Review,” Tourism Management Perspectives, 28 (2018), 251-273.
[68] Hamilton K, White K.M., “Extending the Theory of Planned Behavior: The Role of Self and Social Influences in Predicting Adolescent Regular Moderate-to-vigorous Physical Activity,” J Sport Exerc Psychol., 30 (2008) 1, 56-74. doi: 10.1123/jsep.30.1.56. PMID: 18369243
[69] Baker, R.K. and White, K.M., “Predicting Adolescents’ Use of Social Networking Sites from an Extended Theory of Planned Behaviour Perspective,” Computers in Human Behavior, 26 (2010) 6, 1591-1597.
[70] Yarritu, I., Matute, H. and Vadillo, M.A., “Illusion of Control: The Role of Personal Involvement,” Experimental Psychology, 61 (2014) 1, 38-47.
[71] Hobbs, C.N., Kreiner, D.S., Honeycutt, M.W., Hinds, R.M. and Brockman, C.J., “The Illusion of Control in a Virtual Reality Setting,” North American Journal of Psychology, 12 (2010) 3,
551-563.
[72] Gensler, S., Volckner, F., Liu-thomskins, Y. & Wiertz, C., “Managing Brands in the Social Media Environment,” Journal of Interactive Marketing, 27 (2013), 242-256.
[73] Booth, N. & Matic, J. A., “Mapping and Leveraging Influencers in Social Media to Shape Corporate Brand Perceptions,” Corporate Communications: An International Journal, 16 (2011), 184-191.
[74] Katz, E., “Communications Research Since Lazarsfeld,” The Public Opinion Quarterly, 51 (1987), S25-S45.
[75] Nagel, K. S., Hudson, J. M. & Abowd, G. D., “Predictors of Availability in Home Life Context-mediated Communication,” ACM Conference on Computer Supported Cooperative Work, ACM, 2004, 497-506.
[76] Morley, D., Family Television: Cultural Power and Domestic Leisure, Routledge, 2005.