Persuasion in visual social media Strategies in, coping with, and impact of brand-related user generated content

This dissertation explores the persuasive dynamics of visual Brand-related User Generated Content (Br-UGC) on social media, focusing on how consumers recognize and respond to persuasive attempts and how perceived motivations of posters influence these processes. Findings indicate that consumers’ recognition of persuasive attempts is closely tied to their perceptions of the poster’s motivations, such as personal branding or inspiring others. Functional strategies in Br-UGC, compared to emotional strategies, lead to stronger perceptions of these motivations and higher recognition of persuasive intent.
Emotional strategies, often subtle and storytelling-focused, make persuasive attempts harder to detect, while functional strategies resembling brand content are more explicitly recognized as persuasive. The strength of the consumer-poster relationship further impacts this recognition, with strong ties often reducing awareness of persuasive intent. Posts perceived as motivated by altruistic or inspirational goals evoke more positive consumer reactions, while those linked to personal branding can trigger negative responses.
These findings emphasize the critical role of perceived motivations in understanding the effectiveness and impact of Br-UGC. Practical recommendations for brands include blending authentic user experiences with functional appeals and enhancing transparency to build consumer trust. Regulators are urged to mandate clear indications of brand involvement in social media posts to protect consumers from subtle persuasive tactics.
This research contributes to advancing knowledge in advertising and social media marketing by providing new insights into consumer responses to Br-UGC and the interplay of motivations, recognition, and persuasion.