Journal of Marketing Science ›› 2022, Vol. 2 ›› Issue (3): 18-41.

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The Impact of Brand-related User-Generated Content's Functional Appeal on Consumers' Social Media Engagement: The Moderating Role of the Physical Attractiveness of the Profile Picture

Liu Yuhua,Wang Xia   

  1. Liu Yuhua,School of Business, Renmin University of China  Wang Xia,School of Business, Renmin University of China
  • Online:2022-07-16 Published:2023-03-21

Abstract: Brand-related user-generated content can reduce purchase uncertainty and influence consumers’ brand attitude and purchase decisions.  Numerous studies have analyzed the content characteristics of brand-related user-generated content, yet the content's appeals have not been fully discussed.  Based on the brand-related user - generated content data of skincare products from Xiaohongshu App, this study explores the impact of brand-related user-generated contenfs functional appeal on consumers’ social media engagement.  In addition, we use Heuristic - Systematic Model to understand the bias effect between the physical attractiveness of the profile picture and the functional appeal.  The study finds that the functional appeal of brand- related user-generated content has a significant positive impact on consumers' social media engagement.  The more functional contents the brand-related user-generated content contains, the higher the consumers’ social media engagements will be. The users' physical attractiveness of the profile picture plays a positive moderating role.  The more attractive the profile picture is, the stronger the impact of brand-related user-generated contenfs functional appeal on consumers' social media engagement will be.

Key words: brand-related user-generated content, functional appeal, profile picture's physical attractiveness, social media engagement