How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?

This study tests hypotheses regarding differences in brand-related user-generated content (UGC) between Twitter (a microblogging site), Facebook (a social network) and YouTube (a content community). It tests them using data from a content analysis of 600 UGC posts for two retail-apparel brands (Lululemon and American Apparel), which differ in the extent to which they manage social media proactively. Comparisons are drawn across six dimensions of UGC; the dimensions were drawn from a priori reading and an inductive analysis of brand-related UGC. This research provides a general framework for comparing brand-related UGC, and helps us to better understand how particular social media channels and marketing strategies may influence consumer-produced brand communications.

► We conduct a content analysis of brand-related user-generated content (UGC) posts.
► We test hypotheses regarding brand-related UGC from three social media sites.
► We provide a framework for comparing and understanding brand-related UGC.
► We offer understanding on how social media channels influence brand-related UGC.
► We offer understanding on how social marketing strategies influence brand-related UGC.