Effects of intrinsic and extrinsic motivation on user-generated content
Poch, Rebecca & Martin, Brett (2015) Effects of intrinsic and extrinsic motivation on user-generated content. Journal of Strategic Marketing, 23(4), pp. 305-317.
User-generated content where content is created and shared among consumers is of key importance to marketers. This study investigates consumer intrinsic and extrinsic motivation to understand why people create user-generated branded video content. Specifically, we examine the role of altruism (individual difference – intrinsic motivation), social benefits (extrinsic reward), and economic incentives (extrinsic reward) on intentions to create user-generated content. Results show that extrinsic rewards (economic incentives) result in more positive intentions to create user-generated content than intrinsic motivations. However, an effect for altruism is also evident revealing that high altruism consumers are more likely to create positive user-generated content. The implication of these findings is that marketers wanting to encourage user-generated content about their brands should target high altruism consumers and offer economic incentives for content creation.
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|Item Type:||Journal Article|
|Keywords:||User-generated Content, Word of Month, Extrinsic Motivation, Intrinsic Motivation|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2014 Taylor & Francis Group|
|Deposited On:||30 Jul 2014 01:15|
|Last Modified:||06 Jul 2015 04:36|
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