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- Pihl, Christofer, et al.
(author)
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Consumer brand involvement and engagement in user-generated content : an explorative study of Swedish fashion brands in social media
- 2013
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Conference paper (peer-reviewed)abstract
- The rise of social media and user-generated content (UGC) has created new challenges for the theoreti-cal understanding of consumer brand involvement and engagement. As a result, a plethora of works suggesting how firms can foster close relationships with consumers in the digital media landscape has been presented. The present paper aims to add to this literature by exploring how different indications of consumer brand involvement and engagement can be spotted in the setting of in UGC. This is done by studying how ten Swedish fashion brands have been portrayed within different forms of social media. Data collection was conducted by using a social media analytics tool developed for the Swedish market, covering a sampled material of 38,696 user-generated contents. The findings of this paper illustrates that levels of brand involvement and engagement fluctuates considerably over time, also depending on the form of social media in which UGC is produced and the size of the firm in question. Moreover, the study shows how professional firms in the fashion industry have embraced UGC by starting to take part in its production. In contrast to previous works suggesting how consumer brand involvement and engagement is characterising by a stable and enduring nature, this paper conclude by arguing that these concepts in the setting of UGC and the fashion industry is characterised by constant change.
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