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The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values

User-generated content (UGC) and online customers' brand engagement are gaining popularity and becoming essential tools in improving the online business. Considering its growing importance, the present research aims to examine the indirect effect of UGC quality on online customers' brand e...

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Main Authors: Mohammad, Jihad, Quoquab, Farzana, Thurasamy, Ramayah, Alolayyan, Main Naser
Format: Article
Published: California State University, Long Beach 2020
Subjects:
H Social Sciences (General)
Online Access:http://eprints.utm.my/id/eprint/90307/
http://www.jecr.org/node/598
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spelling my.utm.903072021-04-30T14:48:31Z http://eprints.utm.my/id/eprint/90307/ The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values Mohammad, Jihad Quoquab, Farzana Thurasamy, Ramayah Alolayyan, Main Naser H Social Sciences (General) User-generated content (UGC) and online customers' brand engagement are gaining popularity and becoming essential tools in improving the online business. Considering its growing importance, the present research aims to examine the indirect effect of UGC quality on online customers' brand engagement through UGC's functional and emotional values in a non-Western culture. Data were collected using an online survey which yielded 242 useable responses which were then analysed using Partial Least Squares - Structural Equation Modelling (PLS-SEM). Findings revealed that, content and technical quality of UGC have significant effects on UGC's functional and emotional values. Moreover, functional and emotional values exert positive and significant effects on customers' brand engagement. Contrary to the expectations, the design quality of UGC has no direct effect on UGC values nor an indirect effect on customers' brand engagement. The findings of this research provide valuable insights to the managers about what they need to prioritise in regard to increase online customers' brand engagement. This study contributes significantly to the body of knowledge by developing and empirically testing research model connecting to UGC quality with UGC values and customer's brand engagement within the Asian context. California State University, Long Beach 2020-02-01 Article PeerReviewed Mohammad, Jihad and Quoquab, Farzana and Thurasamy, Ramayah and Alolayyan, Main Naser (2020) The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values. Journal of Electronic Commerce Research, 21 (1). pp. 39-55. ISSN 1938-9027 http://www.jecr.org/node/598
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Mohammad, Jihad
Quoquab, Farzana
Thurasamy, Ramayah
Alolayyan, Main Naser
The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values
description User-generated content (UGC) and online customers' brand engagement are gaining popularity and becoming essential tools in improving the online business. Considering its growing importance, the present research aims to examine the indirect effect of UGC quality on online customers' brand engagement through UGC's functional and emotional values in a non-Western culture. Data were collected using an online survey which yielded 242 useable responses which were then analysed using Partial Least Squares - Structural Equation Modelling (PLS-SEM). Findings revealed that, content and technical quality of UGC have significant effects on UGC's functional and emotional values. Moreover, functional and emotional values exert positive and significant effects on customers' brand engagement. Contrary to the expectations, the design quality of UGC has no direct effect on UGC values nor an indirect effect on customers' brand engagement. The findings of this research provide valuable insights to the managers about what they need to prioritise in regard to increase online customers' brand engagement. This study contributes significantly to the body of knowledge by developing and empirically testing research model connecting to UGC quality with UGC values and customer's brand engagement within the Asian context.
format Article
author Mohammad, Jihad
Quoquab, Farzana
Thurasamy, Ramayah
Alolayyan, Main Naser
author_facet Mohammad, Jihad
Quoquab, Farzana
Thurasamy, Ramayah
Alolayyan, Main Naser
author_sort Mohammad, Jihad
title The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values
title_short The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values
title_full The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values
title_fullStr The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values
title_full_unstemmed The effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values
title_sort effect of user-generated content quality on brand engagement: the mediating role of functional and emotional values
publisher California State University, Long Beach
publishDate 2020
url http://eprints.utm.my/id/eprint/90307/
http://www.jecr.org/node/598
_version_ 1698696916991213568
score 13.211869

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