Analyzing Driving Factors of User-Generated Content on YouTube and Its Influence on Consumers Perceived Value

Companies are increasingly focusing on audiovisual content as part of their strategy, and YouTube being a massive video hosting platform that makes content sharing possible has been the most successful platform for reaching their consumers products and services. Researches have proven that user-generated content impacts brand engagement, loyalty and firm revenue. Therefore, it is necessary to determine what factors stimulate the creation of consumers perceived value from user-generated content, on social media. We analyze the driving factors of user-generated content on YouTube and its influence on consumers perceived value. The sample data consists of 282 YouTube users’ responses collected through an electronic survey. This research contributes toward the digital content marketing literature by complementing existing research exploring consumer behavior on social media, assessing the driving factors of user-generated content and its impacts on customer perceived value. The study findings provide academic contributions and several challenges for firm and user-generated content, on actions they can tackle. Finally, based on the study limitations, we discuss future research in generated content in social media, providing insights for future research directions.