A Woke Approach to User-Generated Content: How Product Involvement and Gender Influence What We Post

EasyChair Preprint 7376

Abstract

Although online brand community (OBC) literature grows, the majority of the studies are examining gender differences in communities of products that are consumed disproportionately by males. In continuation of Soylemez (2021a); this study utilized ELM and equity theory and investigated how gender and product involvement influence the relative contribution of brand-oriented content and community-oriented content. Findings suggest that members of high-involvement product communities generate more brand-oriented content than community-oriented content, whereas members of low-involvement product communities generate more community-oriented content than brand-oriented content. A significant gender-product involvement interaction exists.

Keyphrases: Brand Community, ELM, Equity Theory, High Involvement Product, Low Involvement Product, Online brand communities, Online brand community, brand oriented content, community-oriented content, content-orientation, gender, gender difference, gender product involvement, high involvement, high involvement brand, high involvement condition, high involvement product community, highinvolvement product community, involvement product, involvement product community, low involvement, oriented content, product community, product involvement, product involvement level, user-generated content

@booklet{EasyChair:7376,
  author    = {Kemal Cem Soylemez},
  title     = {A Woke Approach to User-Generated Content: How Product Involvement and Gender Influence What We Post},
  howpublished = {EasyChair Preprint 7376},
  year      = {EasyChair, 2022}}