The Power of Customer-generated Brand Message in the Social Network Sites

Ever since diverse social media emerged and received high popularity within a short period of time, customer expression on media and its viral effect in social networks have become very powerful. Recently, customer-generated message (CBM) in SNS became one of the most persuasive sources in brand communication. Therefore, this study explores privacy, generation and gender difference issues, and user’s private characteristics in order to identify SNS user’s recommendation intention about the CBM. Test results showed that user’s innovativeness and brand congruency significantly affected attitude on the CBM in SNSs. The positive attitude on the CBM also increased the recommendation intention. CBMs are very meaningful in co-creating the brand value and promoting it to potential users as one of the WOMs. CBMs also intensify the brand loyalty of current customers.