Effects of Materialism on Brand-Related User-Generated Content and Positive WOM on Social Media. Issue 2 (May 2023)

• Record Type: Journal Article
• Authors: Nguyen, Han; Martin, Brett A. S.; Kerr, Gayle
• Is Part Of: Australasian marketing journal. Volume 31:Issue 2(2023)
• Page Start: 135
• Page End: 141
• Publication Date: 2023-05
• Subjects: user-generated content -- materialism -- eWOM -- brand symbolism -- branded posts; Marketing -- Australasia -- Periodicals; Marketing -- Periodicals; 658.8480905
• DOI: 10.1177/18393349211054230
• Languages: English
• ISSNs: 1441-3582

Abstract

This research investigates how materialism as a personality trait can impact consumers' intention to create brand-related user-generated content (UGC) and positive WOM on Facebook. The research involved three studies. Study 1 was an online survey investigating the association between materialism and brand-related UGC and positive WOM creation on Facebook. Study 2 tested the mediating role of the perception of brand symbolism for the effect of materialism on brand-related UGC and positive WOM creation. Study 3 was an online experiment which manipulated materialism. It demonstrated that the perception of brand symbolism mediated the effect of materialism on brand-related UGC and positive WOM creation on Facebook. These findings show how materialism influences whether consumers create content about brands to express self-identity. They also show researchers and managers how to target consumers to encourage them to create brand-related UGC and positive WOM on social media. Specifically, by emphasising materialistic cues, marketers can enhance consumers' perception of brand symbolism which can motivate consumers to create brand-related UGC and positive WOM.