Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors

Document Type

Article

Source of Publication

Journal of Product and Brand Management

Publication Date

1-1-2021

Abstract

Purpose: Situated between the literature on internal branding and user-generated content, this study aims to demonstrate the effect of employee-generated content (EGC) on consumers’ purchase intentions and positive word of mouth (WOM). Design/methodology/approach: The conceptual model was empirically tested using structural equation modeling based on a sample of 442 participants. Findings: The findings support a sequential mediation model in which employee-created social media content impacts perceptions of brand citizenship behavior (BCB) and perceptions of expertise, which in turn increases purchase intention and WOM. Practical implications: Based on the findings, this research suggests that employee ambassador programs can work to attract employees with an interest in brand-related social media content creation. Facilitating EGC through support, empowerment and reinforcement rather than traditional control mechanisms is recommended. Originality/value: This research introduces the concept of EGC and employee content creators while extending the literature on perceived BCB by empirically demonstrating its relationship with perceived expertise and positive consumer behavior outcomes.

ISSN

1061-0421

Publisher

Emerald

Disciplines

Business

Keywords

Brand citizenship behavior, Brand co-creation, Employee ambassador, Employee content creators, Employee-generated content, Internal branding, Perceived expertise, Purchase intention, Social media, Word of mouth

Scopus ID

85104274582

Indexed in Scopus

yes

Open Access

no

Link to Full Text

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