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How to create user-generated branding in industrial marketing? : a perspective on video source, source credibility and video content

Hilberts, L. (2015) How to create user-generated branding in industrial marketing? : a perspective on video source, source credibility and video content.

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Abstract:Today’s customers are more powerful and active on online platforms, making it a good opportunity for industrial organizations to create brand exposure. Because of the growing possibilities to brand products by means of online videos, the purpose of this study was to explore user-generated branding (UGB) options for industrial organizations and marketers. Video source was central in this study and was divided in two dimensions: generator and gender. Both dimensions existed of two independent variables and were applied in a 2 (generator: user-generated video (UGV) vs. firm-generated video (FGV)) x 2 (gender: male vs. female) experimental study. Four videos were made as stimulus materials and 84 industrial workers watched one of the four videos and filled in a questionnaire afterwards. Results indicated that displaying a female person in a video has more effect on online sharing in comparison to a male person. An explanation for this result is that men are overrepresented in the industrial sector and women are therefore perceived as more memorable. Regarding video content, results of this study imply that perceived usefulness has a strong positive moderating role on the effect of the video source on all factors of UGB. Perceived humorous video content has a positive moderating effect of video source on online sharing, perceived brand quality and brand awareness (not on user intention). Findings of this study contribute to a better understanding into how to generate successful videos to stimulate UGB for organizations, products and brands within the industrial sector.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/66745
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