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

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