User- vs Firm-created Communications: How do they matter to a brand?
Advertising is usually good for a brand. Word of Mouth is even better… nothing particularly surprising in this statement. But why? In this article the authors shed some light on it.
What does the article examine?
The article compares Firm-created Communication (FC) with User-generated communication (UC) on Facebook – and how it affects brand equity and brand attitude.
Which concepts are discussed in the article?
The article discusses and is based upon the key brand concepts of brand attitude and band equity (and their relation to purchase intention).
Where is the data from and what methodology is being used?
The data is a sample of relatively young Polish men and women (a majority under 25 and all under 55). The methodology is quantitative analysis using questionnaires followed by Structural Equation Modelling.
What are the main outcomes?
The headline outcome is that FC influences only brand attitude – whereas UC influences both brand equity and brand attitude. However, as brand attitude influences brand equity, there is an indirect effect of FC on brand equity.
What are the implications and why should you read it?
The findings can be used to give guidance to firms what sort of content firms should post on social media: As postings are unlikely to increase brand equity directly, focusing on creating positive brand associations and displaying brand values should be the main focus.
Firms should focus on creating brand associations on social media Click To Tweet
The article can be good read material for getting some applied guidance on social media marketing. While the STEM results are (as always) a bit complex to read, the authors do make sure that the implications are well explained. This could be an interesting starting point for an in-class discussion on the value of “working through” sometimes complex academic research.
Full Reference: Schivinski, B., & Dabrowski, D. (2014). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 0(12), 1–26. http://doi.org/10.1080/13527266.2013.871323