DHSJOURNALDHSJOURNAL

Indonesian Journal of Sustainability Policy and TechnologyIndonesian Journal of Sustainability Policy and Technology

The purpose of this study is to propose and test a model that investigates the impact of brand related Facebook UGC on consumer responses. Research objectives include: Understand the impact of brand related UGC with respect to consumer emotional & cognitive responses, Investigate the process by which these cognitive and emotional responses are impacted, and Test whether homophily and brand involvement have any moderating impact on these proposed relationships. SOR Model has been used to drive the proposed model for this study (Mehrabian & Russell, 1974). The SOR model studies the impact of environmental elements on consumer responses; these responses may include behavior, emotion and cognition. Data collection for this research will be done through online survey questionnaires. These questionnaires will be shared online to potential respondents. These questionnaires will also contain a link to dummy Facebook Fan Pages that will work as stimuli, then after being exposed to these stimuli will the respondent be asked the required questions. The respondents will be selected through Purposive Sampling who have the characteristics of being a regular Facebook user and have exposure to E-Commerce. The data of this research will be analyzed through SPSS and AMOS to confirm reliability and validity of our constructs and to test our model.

This research contributes to the theoretical understanding of the impact of UGC on consumer response, helping brands better utilize brand-related UGC.Studying the roles of homophily and brand involvement aids marketers in understanding how UGC influences consumer responses.The proposed model, based on the S-O-R Model, is the first to present this process of brand-related UGC impacting consumer response.

Future research should explore the impact of branded UGC in diverse contexts, such as different products, services, social media platforms, and content types, to enhance the generalizability of the model. Investigating the negative aspects of branded UGC, particularly negative eWOM, could provide a more comprehensive understanding of its effects on consumer behavior. Furthermore, research could examine the influence of cultural factors and individual differences on the relationship between UGC and consumer responses, potentially uncovering nuanced insights into how these dynamics vary across different populations. Exploring the role of artificial intelligence and machine learning in analyzing UGC and predicting consumer behavior could also offer valuable insights for marketers. Finally, studies could investigate the effectiveness of different strategies for managing and responding to UGC, aiming to optimize brand reputation and customer engagement in the digital age. These avenues of research will contribute to a more nuanced and practical understanding of the complex interplay between UGC and consumer behavior, ultimately benefiting both academics and practitioners.

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