Institute of Transportation, MOTC

     With the development and popularization of network technology, companies are using user-generated content and firm-generated content as the main tools to promote products. In addition, people have changed from being passive information receivers to being active distributors. Thus, companies are no longer the only source of information about their products. Consequently, it is possible to analyze how both contents affect a brand and build brand equity while also understanding the elements that drive both user-generated and firm-generated content.
     This study used online questionnaires to target cell phone brands and online booking platforms. It surveyed users who have viewed product messages posted by companies and consumers on social media. Finally, this study gathered 371 and 363 valid questionnaires, respectively, using a structural equation as the analytical method.
       The results show that brand attitude and brand attachment have also positive effects on brand equity, and the effect of brand attitude is greater. Besides, the source credibility of firm-generated content has a positive impact on brand attitude. The self-congruence between user-generated and corporate-generated content also has positive effects on brand attachment. In summary, this study discusses the results of the analysis and provides conclusions as well as practical suggestions to provide companies with marketing strategies to know how accurately utilize user-generated and firm-generated content.