The Impact Of UGC Attributes On Brand Communication Based On Msns

The development of mobile internet allows Social Networking Sites(SNS)changes to Mobile Social Networks(MSNs).Compared to traditional SNS,MSNs is characterized with immediacy,mobility and interactivity,which enable users to interact with each other frequently,and promote the generation and dissemination of user-generated content(UGC).As MSNs are playing an important role in brand communication,UGC communication is placed high emphasis by many companies.While,the impact of factors in MSNs on UGC communication effect is still unclear.Based on MSNs,we choose UGC attributes,including valence and form as independent variables.We build a research conceptual model on Technology Acceptance Model and Elaboration Likelihood Model,to test the impact of UGC valence and form on communication effect and moderating effect of social tie.We design tree scenario-based experiments to collect data.The first two focus on independent variables,and the last one includes 2(Positive,Negative)X 2(Strong,Weak)and 3(Text,Text +Pictures,Text +Video)X 2(Strong,Weak)between-subject experiments.Trough data analysis we found UGC valence and expression form have an effect on brand communication,and perceived credibility act as a mediating role in this process.The interaction between UGC valence,expression form and social tie have a significant effect on brand engagement and purchase willingness.