Document Type : Original Research Paper
Authors
1 Department of Management, Faculty of Humanities, Hamedan Branch, Islamic Azad University, Hamedan, Iran
2 Department of Knowledge and Information Science, Faculty of Humanities, Hamedan Branch, Islamic Azad University, Hamedan, Iran
Abstract
Background and Objectives:User-generated content in marketing refers to brand-related content that is published by anyone who is not an official member of that business.Content generated by users can be in various forms including podcasts, videos, comments, images and photos.This study was conducted with the aim of designing a brand social engagement model based on the content generated by users (UGC).
Methods: This research tried to achieve its goals by using the paradigm of pragmatism, with the approach of social constructionism with qualitative research design. There are two categories of participants in the research. The first category is experts in the field of marketing and insurance, and the second category is ordinary users, and the samples were selected among them based on the purposeful sampling method. (15 experts, 15 users). The data were analyzed using Strauss and Corbin (1990) coding method. The selected companies to conduct the research include Iran, Asia, Novin, Alborz, Pasargad and Parsian insurance companies and three third party insurances, medical insurance and life insurance have been selected as samples.
Results: The findings of the research showed that the brand social engagement model based on the content produced by users in the insurance industry had four components, eleven categories and fifty-eight themes. Social influence and using the potential of content produced by users as final components and two components of trust building and increasing interaction with users are effective in the formation of brand social engagement. Model fitting in three parts includes measurement model fitting, structural model fitting and general model fitting. To check the fit of the measurement model, index reliability, convergent validity and divergent validity were used. The reliability results of the index showed that the designed model has a good fit. The results of the convergent validity test showed that the structures of this research have sufficient validity in terms of convergence and correlation. The results of the divergent validity test showed that the structures have good validity. The results of fitting the structural model showed that you can trust the fitting of the model from the structural dimension and finally the overall fit of the designed model is strong and favorable.
Conclusion: According to the obtained results, it can be said that the firms that are active in the insurance industry can create a link and connect the brand story between the insurance company and the users by using the content produced by the insurance users and with interest. Taking the four components of users' social influence in the contents produced by insurance users, the personality type of insurance users in the contents produced by users, the management of the contents produced by insurance users and the potential of the contents produced by users have increased the motivations of users, interactions manage and optimize social and activate social actors and achieve its ultimate goal, which is the formation of social engagement of its respective brand.
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