Research On The Effect Of User-generated Content In The Social Media On Brand Attitude

With the rapid development of social media,consumers are not only recipients of information,but creators and communicators of information.Using social media to communicate has become an important part of life.In this context,the research has a profound practical significance for the enterprise marketing activities,which is about the effect of user-generated content(UGC)in the social media on consumer brand attitude.This article uses consumer behavior theory and cognitive psychology theory as a guide to build the model about the effect of UGC on consumer brand attitude based on the study of predecessors.By this way,We explore the different impact of different types of UGC on brand attitudes.And then we complete the collection of experimental data through the questionnaire surway and experimental method.We carry out the relevent hypothesis test through the multivariate analysis and independent-sample t test.Finally,we put forward the marketing recommendations.The main conclusions are as follows:(1)We prove that different types of UGC have a significant impact on brand awareness,brand sentiment and purchase willingness.The one is that the functional characteristics of UGC have different impact on brand attitudes and the practical UGC has more influence on the brand awareness,brand sentiment and purchase williingness than the non-practical UGC.The second is that the impact of the nature of UGC on the brand awareness,brand sentiment and purchase willingness has significant differences and the impact of double-sided information on the brand attitudes is bigger than the pure UGC.The third is that the impact of the expression of UGC on the brand awareness,brand sentiment and purchase willingness has significant differences and video calss UGC has the greatest impact,followed by picture+text class,and finally text class.(2)There is interact impact between the expression forms and functional characeristics of UGC on the brand awareness and there is interact impact between the expression form and the nature of UGC on the brand sentiment because the effect of UGC expression on brand emotion is different at different levels of nature.(3)Enterprise should guide and encourage consumers to publish more practical content which have rich form of video and picture.What's more,enterprise should also guide consumers to publish more double-sided information which make people feel more realistic and objective.