JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Social Side of Brick and Mortar: The Impact of Brand-Related User-Generated
Content on Different Consumer Typologies in Food Retailing
Author(s): Bettina Beurer-Zuellig, Michael Klaas
Citation: Bettina Beurer-Zuellig, Michael Klaas, (2020) "The Social Side of Brick and Mortar: The Impact of Brand-Related User-Generated Content on Different Consumer Typologies in Food Retailing," Journal of Marketing Development and Competitiveness, Vol. 14, Iss. 3, pp. 67-78
Aricle Type: Research paper
Publisher: North American Business Press
Social media influences most off-line purchasing decisions, thereby impacting the relationship between retailers and (prospective) customers. User-generated content (UGC) is a means of engaging with consumers and shaping their trust perception and loyalty. Based on a sample of 967 food retail customers, we identify four segments distinct in terms of trust toward brand-related UGC, loyalty, brandrelated UGC involvement, and demographics. Our findings add to the understanding of digital content marketing consequences by mapping four different brand-related UGC consumer typologies and how to best engage with the determined consumer typologies, highlighting the importance of social media for offline businesses.