品牌社群廣告效果研究

Brand community refers to a group of consumers formed based on lifestyles, activities, and brand spirits (Fournier & Lee, 2009). In other words, consumers share information and user experiences of a specific product on a brand community platform, thus providing marketers with a channel to identify consumer needs and improve brand loyalty and involvement (Casalo et al., 2008). User-generated content (UGC) refers to the contents shared and the messages posted by users on an online community platform. The contents can be texts or images. In recent years, with the significant upsurge in the attention received by image sharing platforms such as Flickr, Pinterest, and Instagram, there have been increasingly more user-generated visual contents. For a marketing practitioner, consumer-generated visual advertising serves as a way for establishing closer relationships with consumers. It converts fans, who have a passive role, to an influencer, to attract more fan communities. To fully explore marketing and advertising effects on brand community, this research focuses on examining the effect of consumer-generated visual advertising contents on brand community advertising and marketing and propose a model for consumer-generated visual advertising effect, which 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. The finding of the advertising effects of brand community marketing on social media platforms is expected to put forward a more comprehensive understanding of areas related to social media marketing.