{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,24]],"date-time":"2026-03-24T04:06:20Z","timestamp":1774325180435,"version":"3.50.1"},"reference-count":75,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2021,5,28]],"date-time":"2021-05-28T00:00:00Z","timestamp":1622160000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JPBM"],"published-print":{"date-parts":[[2022,1,6]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This study aims to investigate whether users\u2019 engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or create brand-related content with no formal brand incentive or control.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The study focuses on the question of how users engage with non-sponsored brand-related UGC on Instagram and assesses the influence of UGC perceived value, using partial least squares variance-based structural equation modeling.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The research shows significant and positive effects of UGC on Instagram users\u2019 intentions to engage with the platform and the influence of UGC perceived value on UGC uses. The findings deepen the understanding of the mechanisms underlying non-sponsored brand-related UGC in consumer engagement marketing, with significant implications for brand managers and the future development of Instagram and other social media platforms.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>The UGC functional, social and emotional values are evaluated for their effects on generating the three distinct patterns of consumer online brand-related activities (consumer, contribute and create) in the non-sponsored brand-related UGC context.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/jpbm-06-2020-2971","type":"journal-article","created":{"date-parts":[[2021,5,27]],"date-time":"2021-05-27T03:38:11Z","timestamp":1622086691000},"page":"163-174","source":"Crossref","is-referenced-by-count":25,"title":["Non-sponsored brand-related user-generated content: effects and mechanisms of consumer engagement"],"prefix":"10.1108","volume":"31","author":[{"given":"Nebojsa S.","family":"Davcik","sequence":"first","affiliation":[]},{"given":"Daniela","family":"Langaro","sequence":"additional","affiliation":[]},{"given":"Colin","family":"Jevons","sequence":"additional","affiliation":[]},{"given":"Rita","family":"Nascimento","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2021,5,28]]},"reference":[{"issue":"4","key":"key2022010410190173200_ref001","doi-asserted-by":"crossref","first-page":"268","DOI":"10.1108\/JRIM-06-2016-0065","article-title":"Social media and consumer engagement: a review and research agenda","volume":"10","year":"2016","journal-title":"Journal of Research in Interactive Marketing"},{"issue":"7","key":"key2022010410190173200_ref002","doi-asserted-by":"crossref","first-page":"504","DOI":"10.1057\/bm.2010.6","article-title":"Two studies of consequences and actionable antecedents of brand love","volume":"17","year":"2010","journal-title":"Journal of Brand Management"},{"issue":"3","key":"key2022010410190173200_ref003","doi-asserted-by":"crossref","first-page":"272","DOI":"10.1177\/1094670511414582","article-title":"Customer engagement: opportunities and challenges for organizations","volume":"14","year":"2011","journal-title":"Journal of Service Research"},{"issue":"3","key":"key2022010410190173200_ref004","doi-asserted-by":"crossref","first-page":"591","DOI":"10.1111\/jcc4.12042","article-title":"Are we all online content creators now? 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