User-generated content strategy & millennials’ travel intentions
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/27000 |
Resumo: | Instagram has created new exciting ways for millennials to connect, interact and contribute to a pool of online content by taking on the role of content creators. Hence, millennials’ experiences are being shaped by information obtained and created online in the form of User-Generated Content (UGC). However, recent tactics to integrate UGC within brands’ content strategies raised questions about the effects of ‘pure’ UGC compared to other UGC tactics (e.g. paid partnership or sponsored content). The main goal of the study was to understand how exposure to different User-Generated Content Strategies influence millennials’ decisions in the context of Instagram and Travel. In order to achieve these goals, a cross-sectional online survey with a built-in experiment was conducted. Findings from the quantitative data analysis indicated that travel-related UGC created on Instagram shapes every stage of Millennials’ Travel Journeys. In addition, results showed significant differences in the degree of Millennials’ Online Engagement, Perceived Trustworthiness, and Travel Intentions, when exposed to different strategies of UGC. Moreover, UGC created by an independent Instagram user showed the most significant results in terms of Engagement. However, when it came to Trustworthiness, UGC #reposted on a Brand Official Account turned out to be the best strategy to gain Millennials’ Trust. This study further emphasizes the valuable potential of UGC for businesses and contributes to relevant insights and practical recommendations on how marketers can take advantage of UGC as a marketing tool and develop an effective UGC Strategy to target Millennials. |
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User-generated content strategy & millennials’ travel intentionsUser-generated contentMarketing-generated contentConsumer behaviorDecision-making processCustomer experienceMillennialsTravelComportamento do consumidorProcesso de tomada de decisãoExperiência do consumidorViajarDomínio/Área Científica::Ciências Sociais::Economia e GestãoInstagram has created new exciting ways for millennials to connect, interact and contribute to a pool of online content by taking on the role of content creators. Hence, millennials’ experiences are being shaped by information obtained and created online in the form of User-Generated Content (UGC). However, recent tactics to integrate UGC within brands’ content strategies raised questions about the effects of ‘pure’ UGC compared to other UGC tactics (e.g. paid partnership or sponsored content). The main goal of the study was to understand how exposure to different User-Generated Content Strategies influence millennials’ decisions in the context of Instagram and Travel. In order to achieve these goals, a cross-sectional online survey with a built-in experiment was conducted. Findings from the quantitative data analysis indicated that travel-related UGC created on Instagram shapes every stage of Millennials’ Travel Journeys. In addition, results showed significant differences in the degree of Millennials’ Online Engagement, Perceived Trustworthiness, and Travel Intentions, when exposed to different strategies of UGC. Moreover, UGC created by an independent Instagram user showed the most significant results in terms of Engagement. However, when it came to Trustworthiness, UGC #reposted on a Brand Official Account turned out to be the best strategy to gain Millennials’ Trust. This study further emphasizes the valuable potential of UGC for businesses and contributes to relevant insights and practical recommendations on how marketers can take advantage of UGC as a marketing tool and develop an effective UGC Strategy to target Millennials.O Instagram criou novas formas para a geração Millennial interagir e contribuir com conteúdo online, ao tomarem a posição de criadores de conteúdo. Consequentemente, as experiências desta geração estão a ser influenciadas por informação obtida e criada online na forma de usergenerated- content (UGC). No entanto, recentes táticas para integrar UGC nas estratégias das marcas levantaram questões no que diz respeito ao efeito de ‘puro’ UGC comparado com outras tácticas de UGC (ex. parcerias pagas ou conteúdo patrocinado). O presente estudo tem como principal propósito compreender o impacto de diferentes estratégias de User-Generated Content nos Millennials, no contexto do Instagram e Viagens. Para tal, um questionário transversal foi realizado. Os resultados obtidos indicam que UGC, relacionado com viagens partilhado no Instagram, está presente em todas as etapas da experiência dos Millennials. Para além disso, os resultados estatísticos indicam diferenças significativas no que diz respeito ao nível de envolvimento online, percepção de confiança do conteúdo, e intenções de viajar, quando expostos a diferentes estratégias de UGC. A estratégia que demonstrou resultados mais significativos, em termos de envolvimento online, foi o cenário em que estava presente conteúdo publicado por um Instagrammer na sua própria conta. No entanto, relativamente à percepção de confiança, o conteúdo re-partilhado na conta oficial da marca indica ser a melhor estratégia para ganhar a confiança desta geração. Este estudo reforça o valor de UGC para as marcas e contribui ainda com informação relevante, propondo recomendações práticas sobre como desenvolver uma estratégia de UGC eficaz para influenciar Millennials.Almeida, José Queirós deVeritati - Repositório Institucional da Universidade Católica PortuguesaAlmeida, Constança Garcez Palha Moitinho de2019-02-25T10:07:08Z2019-01-2820182019-01-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/27000TID:202170594enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:32:30Zoai:repositorio.ucp.pt:10400.14/27000Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:21:35.792754Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
User-generated content strategy & millennials’ travel intentions |
title |
User-generated content strategy & millennials’ travel intentions |
spellingShingle |
User-generated content strategy & millennials’ travel intentions Almeida, Constança Garcez Palha Moitinho de User-generated content Marketing-generated content Consumer behavior Decision-making process Customer experience Millennials Travel Comportamento do consumidor Processo de tomada de decisão Experiência do consumidor Viajar Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
User-generated content strategy & millennials’ travel intentions |
title_full |
User-generated content strategy & millennials’ travel intentions |
title_fullStr |
User-generated content strategy & millennials’ travel intentions |
title_full_unstemmed |
User-generated content strategy & millennials’ travel intentions |
title_sort |
User-generated content strategy & millennials’ travel intentions |
author |
Almeida, Constança Garcez Palha Moitinho de |
author_facet |
Almeida, Constança Garcez Palha Moitinho de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Almeida, José Queirós de Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Almeida, Constança Garcez Palha Moitinho de |
dc.subject.por.fl_str_mv |
User-generated content Marketing-generated content Consumer behavior Decision-making process Customer experience Millennials Travel Comportamento do consumidor Processo de tomada de decisão Experiência do consumidor Viajar Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
User-generated content Marketing-generated content Consumer behavior Decision-making process Customer experience Millennials Travel Comportamento do consumidor Processo de tomada de decisão Experiência do consumidor Viajar Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Instagram has created new exciting ways for millennials to connect, interact and contribute to a pool of online content by taking on the role of content creators. Hence, millennials’ experiences are being shaped by information obtained and created online in the form of User-Generated Content (UGC). However, recent tactics to integrate UGC within brands’ content strategies raised questions about the effects of ‘pure’ UGC compared to other UGC tactics (e.g. paid partnership or sponsored content). The main goal of the study was to understand how exposure to different User-Generated Content Strategies influence millennials’ decisions in the context of Instagram and Travel. In order to achieve these goals, a cross-sectional online survey with a built-in experiment was conducted. Findings from the quantitative data analysis indicated that travel-related UGC created on Instagram shapes every stage of Millennials’ Travel Journeys. In addition, results showed significant differences in the degree of Millennials’ Online Engagement, Perceived Trustworthiness, and Travel Intentions, when exposed to different strategies of UGC. Moreover, UGC created by an independent Instagram user showed the most significant results in terms of Engagement. However, when it came to Trustworthiness, UGC #reposted on a Brand Official Account turned out to be the best strategy to gain Millennials’ Trust. This study further emphasizes the valuable potential of UGC for businesses and contributes to relevant insights and practical recommendations on how marketers can take advantage of UGC as a marketing tool and develop an effective UGC Strategy to target Millennials. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018 2019-02-25T10:07:08Z 2019-01-28 2019-01-28T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/27000 TID:202170594 |
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http://hdl.handle.net/10400.14/27000 |
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TID:202170594 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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