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What do Consumers Tweet About? The Role of Product Type and Brand Belief Type on User-Generated Content

International Journal of Marketing and Business Communication

Volume 6 Issue 2

Published: 2017
Author(s) Name: Camelia C. Micu, Tilottama Chowdhury, Anca Micu, Arjun Chaudhuri | Author(s) Affiliation:
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Abstract

The present study examines brand-related user-generated content (UGC) by focusing on a specific social networking site, that is, Twitter. In two studies focusing on services (Study 1) and respectively goods (Study 2), we show, based on content analysis of tweets, that there are significant differences between utilitarian and hedonic products with regard to the type of brand beliefs included in the tweets. Specifically, for hedonic products, the discussion is dominated by experiential beliefs, whereas for utilitarian products, it is dominated by functional beliefs. Symbolic beliefs play an important role in UGC neither for utilitarian products, nor for hedonic products. The paper concludes with discussions, managerial implications, and directions for future research.

Keywords: Twitter, Utilitarian and Hedonic Products, Functional, Experiential, Symbolic Beliefs

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