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Effects of intrinsic and extrinsic motivation on user-generated content
| Content Provider | Semantic Scholar |
|---|---|
| Author | Poch, Rebecca Martin, Brett A. S. |
| Copyright Year | 2015 |
| Abstract | 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. |
| Starting Page | 305 |
| Ending Page | 317 |
| Page Count | 13 |
| File Format | PDF HTM / HTML |
| DOI | 10.1080/0965254X.2014.926966 |
| Alternate Webpage(s) | http://nemo.yonsei.ac.kr/wp-content/uploads/2017/11/171030_YJKim_Effects-of-intrinsic-and-extrinsic-motivation-on-user-generated-content.pdf |
| Alternate Webpage(s) | https://doi.org/10.1080/0965254X.2014.926966 |
| Volume Number | 23 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
