How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?

Andrew N. Smith, Eileen Fischer & Chen YongjianSchulich School of Business, York University, 4700 Keele St., Marketing Department, Toronto, Ontario, Canada M3J 1P3

Reviewer: Violet Hsu, MBA student, CJCU, Taiwan

品牌關聯的用戶產生的內容如何透過YouTube, Facebook 和 Twitter 而不同 ?

評論者 : 許華菁 R76061037 ，長榮大學經營研究所，台灣2012.06.14

Abstract 摘要 This study tests hypotheses regarding differences in brand-related

user-generated content (UGC) between Twitter (a microblogging site), Face book (a social network) and YouTube (a content community). It tests them using data from a content analysis of 600 UGC posts for two retail-apparel brands(Lululemon and American Apparel), which differ in the extent to which they manage social media proactively. Comparisons are drawn across six dimensions of UGC; the dimensions were drawn from a priori reading and an inductive analysis of brand-related UGC. This research provides a general framework for comparing brand-related UGC, and helps us to better understand how particular social media channels and marketing strategies may influence consumer-produced brand communications.

這項研究測試關於在 Tittwer （微博網站）， Face book （社會網絡）和YouTube （內容社群）之間的品牌相關的用戶生成的內容之間的差異假設。這項研究測試的數據是從 600 則由用戶生成的內容所貼的文：關於兩個零售服裝品牌（ Lululemon 的和 American Apparel ），其中他們管理社會化媒體的積極主動地的程度上有所不同的。用戶生成的內容在六個維度繪製比較 ; 從先天閱讀和品牌相關的用戶生成的內容的歸納分析得出的維度。這項研究提供了一個比較品牌相關的用戶生成的內容的總體框架，並有助於我們更好地了解如何特別是社會化媒體渠道和營銷策略，可能會影響消費者產生品牌傳播。

Literature 文獻探討

User-generated Content:UGC is published content that is “created outside of professional routines and practices” (Kaplan and Haenlein 2010; OECD 2007, p. 61).

Social Media Sites:The range of social media sites on the Internet is vast and growing. This study focuses on brand-related UGC from three of the most popular sites in terms of consumer usage and marketer interest: Twitter, Facebook, and YouTube. Each represents a different type of social media.

用戶生成的內容：教資會出版的“以外的專業程序和做法”（卡普蘭和 enlein2010 年，經合組織 2007 年，第 61 頁。）

創建的內容。社交媒體網站：互聯網上的社會化媒體網站的範圍是廣闊和不斷增長的。本研究著重從三個最受歡迎的網站在消費者的使用和銷售利益方面對品牌相關的教資會： Twitter的， Facebook 和 YouTube 。每一個都代表不同類型的社會化媒體。

Hypothese 假設 (1/4)

Our initial research question was: how does brand-related UGC vary across different social media types? To answer that question, it was first necessary to identify a set of content dimensions that might be present in brand-related UGC. Based on prior literature, and on a preliminary inductive analysis of UGC by the authors, we identified the following dimensions:

我們初步的研究問題是：如何品牌相關的用戶生成的內容遇到不同類型的社會化媒體不同？要回答這個問題，這是首先要確定一套內容的 尺寸，可能是目前在品牌相關的教資會。之前文獻的基礎上，對用戶生成的內容提交初步的歸納分析，我們確定了以下方面

Hypothese 假設 (2/4) 1) Promotional self-presentation (Did the UGC self-promote the consumer as

well as the brand?

2) Brand centrality (Was the brand central or peripheral to the UGC? ?

3) Marketerdirected communication (Did the UGC direct communications toward the marketer

4) Response to online marketer action (Did the UGC respond to an online marketer action?) ?

5) Factually informative about the brand (Did the UGC present factual information about the brand?)

6) Brand sentiment (Did the UGC convey, a positive, negative, or neutral sentiment toward the brand?

1. 宣傳自我介紹（用戶生成的內容自我促進消費，以及品牌） 2. 品牌的中心呢？（中央或周邊的用戶生成的內容的品牌？ 3. 通信（營銷人員沒有向用戶生成的內容的直接溝通） 4. 在線營銷行動（用戶生成的內容回應一個在線營銷行動） 5. 品牌（用戶生成的內容目前對品牌的事實信息） 6. 有關事實信息品牌的情緒（做了用戶生成的內容傳達，對品牌的正面，負面或中性情

緒）？

Hypothese 假設 (3/4)

H1. Brand-related UGC on YouTube is more likely than brand- related UGC on Twitter or Facebook to feature consumer self-promotion

H2. Brands are most likely to be central in brand-related UGC on Twitter and least likely to be central in brand-related UGC on YouTube.

H3. Marketer-directed brand-related UGC is less likely on YouTube than on Twitter or Facebook.

H1:YouTube 上的品牌相關的用戶生成的內容是較多品牌相關的用戶生成的內容在 Twitter 或 Facebook 設有消費者的自我推銷的可能。

H2: 品牌是最有可能是在中央與品牌相關的用戶生成的內容在 Twitter 最有可能是在 YouTube 上的品牌相關的用戶生成的內容的中央。

H3: 營銷導向的品牌相關的用戶生成的內容是 YouTube 上可能比 Twitter或 Facebook 較少。

Hypothese 假設 (4/4)

H4. Brand-related UGC is least likely to be posted in response to an online marketer action on YouTube

H5. Brand-related UGC on Twitter, Facebook or YouTube is equally likely to feature brand-related factual information.

H6. Sentiment towards brands in brand-related UGC on Twitter, Facebook, and YouTube is similar across all three social media sites .

H4: 品牌相關的用戶生成的內容是最有可能被張貼到 YouTube 上的網上營銷行動響應。

H5: 品牌相關的用戶生成的內容在 Twitter ， Facebook 或 YouTube是同樣可能具有品牌相關的事實信息。

H6: 對品牌在品牌相關的用戶生成的內容在 Twitter ， Facebook 和YouTube 的情緒在所有三個社會媒體網站是相似的。

Method 研究方法（ 1/2 ） This study compares UGC across three social media sites. A

necessary first step in this process was to conduct a content analysis that would allow for comparisons. Content analysis is a standard method for systematically comparing the content of communications (Kolbe and Burnett 1991). It has long been used by researchers interested in examining communication such as advertisements, media stories, and web sites (Kassarjian1977; Roznowski 2003; Yun, Park, and Ha 2008). Content analysis is appropriate here because it offers a systematic and objective way to compare content for a large sample of UGC. As mentioned, dimensions were drawn both from reading prior literature and from an inductive analysis of a brand-related UGC conducted by the authors. To minimize page length, this research phase is not detailed here.

這項研究比較教資會在三個社交媒體網站。在這個過程中一個必要的第一步是進行內容分析，將允許進行比較。內容分析是一個系統比較通信的內容（ 1991 年科爾貝和伯內特）的標準方法。長期以來，人們一直使用感興趣的研究人員在研究，如廣告，媒體的報導和網站（ Kassarjian1977; Roznowski2003;雲，公園和哈 2008 ）的溝通。內容分析是適當的，因為它提供了一個比較系統和客觀的方式來為教資會的大樣本的內容。如前所述，尺寸的畫無論從閱讀文學之前，和品牌相關的教資會由作者進行了歸納分析。為了盡量減少頁面的長度，這個研究階段就不贅述了。

Method 研究方法（ 2/2 ）

Sampling抽樣 Coding Categories編碼類別 Brand Centrality 品牌公司 Marketer-directed Communication 營銷的定向傳播 Response to Online Marketer Action 在線營銷行動 Factually Informative about the Brand 如實告知有關品牌 Brand Sentiment 品牌情感 Coding編碼

Method 研究方法（ 2/2 ）

Sampling抽樣 Coding Categories編碼類別 Brand Centrality 品牌公司 Marketer-directed Communication 營銷的定向傳播 Response to Online Marketer Action 在線營銷行動 Factually Informative about the Brand 如實告知有關品牌 Brand Sentiment 品牌情感 Coding編碼

Results 研究結果 (1/6)

Promotional Self-Presentation 宣傳自我介紹 Brand Centrality 品牌公司 Marketer-Directed Communication 營銷的定向傳播 Response to Online Marketer Action 在線營銷行動 Factually Informative about the Brand 如實告知有關品牌 Brand Sentiment 品牌情感

Results 研究結果 (2/6)

Results 研究結果（ 3/6 ）

Results 研究結果（ 4/6 ）

Results 研究結果（ 5/6 ）

Results 研究結果（ 6/6 ）

Discussion 討論（ 1/3 ）

This study offers three contributions. First, it provides conceptual insights into how different social media sites foster UGC with different characteristics. Second, it develops some preliminary ideas on how proactive social media marketing relates to UGC. Third, it offers a preliminary set of dimensions for comparing brand-related UGC found on different sites.

這項研究提供了三大貢獻。首先，它提供了不同的社會媒體網站如何促進用戶生成的內容具有不同特點的概念的見解。其次，社會化媒體營銷涉及到用戶生成的內容如何積極開發一些初步的想法。第三，它提供了一套初步的尺寸比較品牌相關的用戶生成的內容在不同的地點發現。

Discussion 討論（ 2/3 ）

Our findings show that while brand-related UGC tends to differ across sites for some facets of content (particularly promotional self-presentation and brand centrality), it does not do so for others. In addition, some cross-site content patterns (e.g., ‘marketerdirected communication’) appear to differ significantly for brands that are more, versus less, proactively managed.

我們的研究結果表明，而品牌相關的用戶生成的內容會有所不同內容的某些方面（特別是宣傳自我介紹和品牌的核心）的網站，它不為他人做如此。此外，出現一些跨站點的內容模式（例如， 'marketerdirected 通信“）為品牌多，對少，主動管理，顯著差異。

Discussion 討論（ 3/3 ） The strongest site influences in brand-related UGC seem to

stem from YouTube's culture of self-promotion. True to its tagline, YouTube is focused on broadcasting the self. While brands may play a role in consumers’ presentation of face (Goffman 1959) on YouTube, it appears to be a supporting rather than a central role. This does not, however, mean that brand-related YouTube UGC is devoid of brand information: YouTube can provide factual information about brands, albeit often peripheral to the main messages that posts convey. Also, for brands like AA that face criticism, the site is somewhat of a haven relative to Facebook and Twitter, which feature more negative sentiment, perhaps because their cultures support conversation and link sharing.

在品牌相關的用戶生成的內容網站的影響最強，似乎來自 YouTube 的自我推銷的文化。其標語， YouTube 正專注於廣播的自我。雖然品牌可能發揮的作用，在消費者面對 YouTube 上的演示（戈夫曼 1959 ），這似乎是比核心作用的，而支持。然而，這並不意味著該品牌相關的YouTube 用戶生成的內容是缺乏品牌信息： YouTube 可以提供真實的信息，儘管往往外圍職位傳達的主要信息，對品牌。此外，像 AA 品牌所面對的批評，該網站是有點 Facebook 和 Twitter ，它具有更多的負面情緒相對的避風港，或許是因為他們的文化支持對話和鏈接共享。