How online user generated advertising works: An empirical investigation

The proliferation of user generated content (UGC) and the resulting shift of eye balls from the traditional media to this new medium are driving advertisers to explore it as a brand communication tool. However, there is a void in the knowledge concerning how user generated branded content or advertising (UGA) works. In an attempt to fill the void, the present study proposes and empirically tests the model that explains how online UGA influences the viewers in their attitudes and intention to purchase the advertised brand. Results provide evidence for the viability of the model and indicate that UGA works differently from traditional advertising. Implications from the findings are discussed, along with directions for future research