| With the rapid development of mobile Internet technology and Web2.0 technology,social media represented by Facebook,Weibo,WeChat,etc.,have broken the transmission pattern of network information,and become an important platform for users to share brand or product information.Media users are participating in content production,and the content production process has become increasingly socialized.The content related to brand and product created by users is User-generated branding(UGB).At the same time,consumers change from passively receiving information to actively searching for effective information from social media.UGB has an important impact on consumers’ cognition,attitude and behavior.In this context,the marketing value of UGB has become increasingly prominent,driving enterprises to formulate active marketing strategies to strengthen UGB management,while paying more attention to enhancing perceived value and facilitating purchase behavior.In terms of theoretical research,there are relatively few studies on the impact of UGB characteristics on purchase intention in the context of social media.Based on the existing research,this paper selects UGB as the research subject to explore the mechanism of its content characteristics on the purchase intention.The characteristics of UGB are summarized as usefulness,authenticity,interest and content valence.With perceived value as the intermediary variable and the tie strength between content producers and content receivers as the moderating variable,this paper constructs a theoretical model of the impact of UGB characteristics on consumer purchase intention and puts forward research hypotheses.Through the questionnaire survey,401 sample data were collected.After data analysis and hypothesis testing,the study found that the usefulness,authenticity,interest and content valence of UGB can significantly positively affect perceived value.Perceived value plays an intermediary role in the influence of UGB characteristics on consumer purchase intention.The tie strength between content producers and content receivers plays a moderating role in the process that UGB characteristics affect the perceived value.This paper combines the content characteristics and quantitative characteristics to divide the characteristics of UGB.Meanwhile,tie strength is introduced as a moderating variable to explore the impact of the relationship between content producers and content receivers on the perception of UGB under the social media context,which enriches related research on social media marketing and tie strength.The research results can provide theoretical guidance and constructive suggestions for the practice of social media marketing and consumer relationship management.It is helpful for enterprises to have a deeper understanding of the impact mechanism of UGB on consumer purchase intention,and the important role played by tie strength in this process,so as to adopt a more effective incentive mechanism to enhance the usefulness,authenticity,interest and content valence of UGB.Enterprises can also cooperate with content producers with high-quality output content and strong connection with fans to carry out brand promotion to enhance perceived value,thereby maximizing consumer purchase intention. |
