Consumer-Generated Visual Advertisements in Social Media Brand Communities

Abstract

Despite the advent of social media, few studies on online brand communities examine how user-generated content influence community members’ perceptions and behaviors toward a brand. Thus, we study how consumer-generated visual advertising influences brand community advertising and marketing. Our model includes motivation and the perceived value of consumer-generated visual advertisements, consumers’ brand attitudes in a brand community, attitudes toward other members of the community, brand community identification, engagement, word-of-mouth marketing, and purchase intention toward brands. We demonstrate the importance of brand communities and their implications on social media marketing.