User-Generated Content on Social Media: Values From Goals
Consumers invest considerable labor in posting user-generated content (UGC) on social media. Across four studies, we, however, find that they attribute minimal value to their UGC when its use is motivated by sharing goals. UGC is valued significantly more when it activates the memory preservation goal.
Nirajana Mishra and Carey Morewedge (2021) ,"User-Generated Content on Social Media: Values From Goals", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 131-133.
Nirajana Mishra, Boston University
Carey Morewedge, Boston University
NA - Advances in Consumer Research Volume 49 | 2021
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