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

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  • Smith, Andrew N.
  • Fischer, Eileen
  • Yongjian, Chen

Abstract

This study tests hypotheses regarding differences in brand-related user-generated content (UGC) between Twitter (a microblogging site), Facebook (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.

Suggested Citation

  • Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    • Handle: RePEc:eee:joinma:v:26:y:2012:i:2:p:102-113
    DOI: 10.1016/j.intmar.2012.01.002
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    References listed on IDEAS

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