2G When Brands Repost User-Generated Content Do Consumers Feel Threatened?

Brands increasingly use user-generated content on social media (e.g., sharing a customer’s post). In two studies we show that an unintended consequence of sharing user-generated content is that these posts (compared to the same content shown in an advertisement) results in negative social comparisons by consumers and decreased brand preference.


John P. Costello, Daniel M. Zane, and Rebecca Walker Reczek (2019) ,"2G When Brands Repost User-Generated Content Do Consumers Feel Threatened?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 964-964.


John P. Costello, Ohio State University, USA
Daniel M. Zane, University of Miami, USA
Rebecca Walker Reczek, Ohio State University, USA


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More


Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges

Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA

Read More


“A Tale of Two Secrets”: Examining the Diverging Effects of Secrecy on Consumption Enjoyment

Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Xiaoyan Deng, Ohio State University, USA
Lei Jia, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.