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Analyzing Driving Factors of User-Generated Content on YouTube and Its Influence on Consumers Perceived Value

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 337))

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Abstract

Companies are increasingly focusing on audiovisual content as part of their strategy, and YouTube being a massive video hosting platform that makes content sharing possible has been the most successful platform for reaching their consumers products and services. Researches have proven that user-generated content impacts brand engagement, loyalty and firm revenue. Therefore, it is necessary to determine what factors stimulate the creation of consumers perceived value from user-generated content, on social media. We analyze the driving factors of user-generated content on YouTube and its influence on consumers perceived value. The sample data consists of 282 YouTube users’ responses collected through an electronic survey. This research contributes toward the digital content marketing literature by complementing existing research exploring consumer behavior on social media, assessing the driving factors of user-generated content and its impacts on customer perceived value. The study findings provide academic contributions and several challenges for firm and user-generated content, on actions they can tackle. Finally, based on the study limitations, we discuss future research in generated content in social media, providing insights for future research directions.

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Acknowledgments

This work is financed by portuguese national funds through FCT—Fundação para a Ciência e Tecnologia, under the project UIDB/05422/2020.

The authors gratefully acknowledge the anonymous respondents that helped in the data gathering process in this study.

Author information

Authors and Affiliations

  1. University of Aveiro, Campus Universitário de Santiago, 3810–193, Aveiro, Portugal

    Ana Torres

  2. INESC TEC, Campus da FEUP, Rua Dr. Roberto Frias, S/N, 4200 – 465, Porto, Portugal

    Ana Torres

  3. CEOS.PP, Rua Jaime Lopes Amorim, S/N, 4465 – 004, Matosinhos, Portugal

    José Duarte Santos, Inês Veiga Pereira & Paulo Botelho Pires

  4. Accounting and Business School of the Polytechnic of Porto, (ISCAP/P.PORTO), Rua Jaime Lopes Amorim, S/N, 4465 – 004, Matosinhos, Portugal

    Pedro Pilar, José Duarte Santos & Inês Veiga Pereira

Authors
  1. Ana Torres
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  2. Pedro Pilar
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  3. José Duarte Santos
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  4. Inês Veiga Pereira
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  5. Paulo Botelho Pires
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Corresponding author

Correspondence to Ana Torres .

Editor information

Editors and Affiliations

  1. University of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. University of Santiago de Compostela, Santiago de Compostela, Spain

    José Antonio Varela González

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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© 2023 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Torres, A., Pilar, P., Santos, J.D., Pereira, I.V., Pires, P.B. (2023). Analyzing Driving Factors of User-Generated Content on YouTube and Its Influence on Consumers Perceived Value. In: Reis, J.L., Peter, M.K., Varela González, J.A., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 337. Springer, Singapore. https://doi.org/10.1007/978-981-19-9099-1_47

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  • DOI: https://doi.org/10.1007/978-981-19-9099-1_47

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  • Online ISBN: 978-981-19-9099-1

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