THE EFFECTIVENESS OF USER- AND MARKETER-GENERATED CONTENT

Open Access
Author:
Miao, Jingnan
Area of Honors:
Advertising/Public Relations
Degree:
Bachelor of Arts
Document Type:
Thesis
Thesis Supervisors:
  • Francis Erin Dardis, Thesis Supervisor
  • Francis Erin Dardis, Honors Advisor
  • Fuyuan Shen, Faculty Reader
Keywords:
  • Advertising
  • user-generated content
  • marketer-generated content
  • purchase intention
  • customer brand engagement
  • attitude towards brand
  • attitude towards ad
Abstract:
This research investigated the effectiveness of two types of media content (user- and marketer-generated contents) and two product categories (search and experience goods) among U.S. college students. Understanding how college students perceive the two types of media contents and how they like or dislike, engage with the brand, and intend to purchase allowed the development of suggestions for using different media contents based on different product categories as a marketing tool. A questionnaire was administered using Qualtrics and snowball sampling. The questionnaire was sent out to 99 students at a large northeastern university. The study finds out that marketer-generated contents have a stronger relationship with attitude towards brands, attitude towards advertising, and purchase intention, compared to user-generated content. However, the research study does not find any statistically significant relationships between product categories and attitude towards brands, ad attitude, and purchase intention. Customer brand engagement does not show a significant relationship between product categories and types of media content.