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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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