Non-sponsored brand-related user-generated content and consumer engagement
Brand-related user-generated content (UGC) is common on social media, with consumers using UGC to express themselves, share their experiences, be entertained, informed, or socialize with others. The study investigates whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related UGC. The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or […]