| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士班 === 106 === Product-related information generated from both marketers and consumers flow freely on the internet, it is persistent and accessible through various channels, conjunction with consumers rely highly on opinion leader and other peer consumers’ opinion and recommendation, these phenomena formed the powerful impact of brand-related user-generated content on product consideration and consumers’ purchase decision.
According to UGC contains two major elements that affect information adoption, which are information quality and source credibility, therefore firms should be savvy to exploit those free marketing contents generated by their consumer as the firms’ producer-generated content effectively.
In Twitter, the message or tweet is conveyed to the audience instantly and its basic features allow other users to interact with that tweet, therefore the participant with a large number of followers possesses the ability of information diffusion to massive recipients and tends to receive a high level of engagement. The conceptual model of UGC transformation to PGC process retrieved from the empirical study is developed, then NodeXL and social network analysis method are applied to investigate the effect of diagnostic metrics on the UGC transformation process.
The valuable evidences obtained from this study, not only answered the research questions but also demonstrate the pattern of practical marketing practice that any practitioners or firm can adopt in order to improve their online marketing performance
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