Measuring Brand-Related Content in Social Media: A Socialization Theory Perspective

Abstract

Purpose- Building on consumer socialization theory, this study examined antecedents and consequences of generating and sharing brand-related content on social media in a restaurant context. Design/methodology/approach- A scale development process was undertaken to develop the scale for brand-related user-generated content. Then we tested the antecedents and consequences of brand-related user-generated content using 375 responses obtained through a mall-intercept survey. The hypotheses were tested using structural equation modelling with AMOS. Findings- Study findings revealed that age, time on Facebook, number of Facebook friends, Facebook usage intensity, and need for self-enhancement were key antecedents of both the generation and sharing of brand-related user-generated content. The results also indicated that gender, race, and need for self-affirmation were not significantly related to generating and sharing brand-related user-generated content. Both generating and sharing brand-related user-generated content were positively associated with attitude and intentions toward the restaurants. Originality/value- This study is the first to develop a brand-related user-generated content scale through a rigorous scale development process. It thus contributes to consumer socialization theory literature in considering social media as a socialization agent. The findings provide valuable insights for both academicians and social media managers and aid in enhancing brand-related user-generated content