Analysis of the Effect of Firm-Generated Content (FGC) and User-Generated Content (UGC) on Brand Trust and Perceived Value mediated by Social Media Brand Engagement (SMBE): Empirical Study on Residential Property in Indonesia

Velisia Visiana Matra; Daniel Tumpal Hamonangan Aruan

doi:10.37034/jems.v8i1.239

Authors

Velisia Visiana Matra Universitas Indonesia
Daniel Tumpal Hamonangan Aruan Universitas Indonesia

DOI:

https://doi.org/10.37034/jems.v8i1.239

Keywords:

User Generated Content, Firm Generated Content, Social Media Brand Engagement, Brand Trust, Perceived Value

Abstract

This study aims to explore the impact of User Generated Content (UGC) and Firm Generated Content (FGC) on brand engagement in social media, referred to as Social Media Brand Engagement (SMBE), as well as their effects on brand trust, consumer satisfaction, and perceived value. The research employs a quantitative approach, collecting data through surveys involving 369 respondents sampled from followers of residential property brand accounts and residential property influencer accounts in Indonesia. The findings indicate that both UGC and FGC have a significant positive influence on brand trust and perceived value, with SMBE serving as a mediator in these relationships. However, the results also reveal that Social Media Influencer Endorsement does significantly moderate the relationship between FGC and SMBE, and Self-image Congruence does significantly moderate the relationship between UGC and SMBE. The results of this study provide practical guidance for companies in the property sector to leverage UGC and FGC in their marketing strategies. By understanding the importance of brand engagement in social media, companies can enhance their relationships with consumers and achieve better outcomes in digital marketing.

References

Febrianty, F., & Wulandari, W. (2017). Kinerja Keuangan Perusahaan Property dan Real Estate di BEI Selama Periode 2012-2016 yang Termasuk Indeks LQ45 (Studi pada Perusahaan yang Termasuk Pemeringkatan Indeks LQ45 Periode Februari 2017-Juli 2017). Jurnal Manajemen Dan Bisnis Sriwijaya, 15(1), 1–12. https://doi.org/10.29259/jmbs.v15i1.5642

Tunas, D., & Darmoyono, L. T. (2014). Indonesian housing development amidst socioeconomic transformation. In Housing East Asia: Socioeconomic and Demographic Challenges (pp. 91–115). https://doi.org/10.1057/9781137314529

Ruhulessin, M. F. (2022). Tahun 2022, Indeks Harga Properti di Indonesia Naik 4,9 Persen. Kompas.com.

Dhall, R., & Singh, B. (2020). The COVID-19 Pandemic and Herding Behaviour: Evidence from India’s Stock Market. Millennial Asia, 11(3), 366–390. https://doi.org/10.1177/0976399620964635

Erdogdu, C. (2023). Beyond luck: The key to profitable residential real estate investments for individual investors in Türkiye. Journal of Design for Resilience in Architecture and Planning, 4(1), 65–90. https://doi.org/10.47818/drarch.2023.v4i1084

Mawardi, S., Sukiyah, E., & Haryanto, I. (2019). Karakteristik Morfotektonik Daerah Aliran Sungai Cisadane Berdasarkan Analisis Citra Satelit. Jurnal Geologi Dan Sumberdaya Mineral, 20(3), 175–186. https://doi.org/10.33332/jgsm.2019.v20.3.175

Afxentiou, D., Harris, P., & Kutasovic, P. (2022). The COVID-19 housing boom: Is a 2007–2009-type crisis on the horizon? Journal of Risk and Financial Management, 15(8), 371. https://doi.org/10.3390/jrfm15080371

Newell, G., & Marzuki, M. J. B. (2023). The increasing importance of the alternate real estate sectors for institutional investors. Journal of General Management, 49(1), 46–64. https://doi.org/10.1177/03063070221147742

Statista. (2024). Residential Real Estate - Indonesia. Statista.com.

Patino, A., Pitta, D. A., & Quinones, R. (2012). Social media’s emerging importance in market research. Journal of Consumer Marketing, 29(3), 233–237. https://doi.org/10.1108/07363761211221800

Kumar, H., Singh, M. K., Gupta, M. P., & Madaan, J. (2020). Moving towards smart cities: Solutions that lead to the Smart City Transformation Framework. Technological Forecasting and Social Change, 153. doi: 10.1016/j.techfore.2018.04.024

Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House. Journal of Interactive Marketing, 27(4), 270–280. https://doi.org/10.1016/j.intmar.2013.09.008

APJII. (2023). Survei APJII Pengguna Internet di Indonesia Tembus 215 Juta Orang. Apjii.or.Id.

Habibi, M. R., Laroche, M., & Richard, M. O. (2014). Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities. International Journal of Information Management, 34(2), 123–132. https://doi.org/10.1016/j.ijinfomgt.2013.11.010

Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement and value co-creation. Journal of Product & Brand Management, 25(5), 402–408. https://doi.org/10.1108/JPBM-04-2016-1151

Ekanthalingam, A., & Gopinath, A. (2019). Influence of social media marketing towards purchase of residential property Restaurant Business. Restaurant Business, 118(6), 145-149. doi: http://dx.doi.org/10.26643/rb.v118i6.8005

Firdaus, F. (2023). Usulan Strategi Pemasaran Pt. Darma Karyaputra Mandiri Untuk Meningkatkan Penjualan. Institut Teknologi Bandung

Moslehpour, M., Ismail, T., Purba, B. I., & Lin, P. K. COR. (2020). The Effects of Social Media Marketing, Trust, and Brand Image on Consumers’ Purchase Intention of GO-JEK in Indonesia. Proceedings of the 2020 The 6th International Conference on E-Business and Applications, 5–10. https://doi.org/10.1145/3387263.3387282

Firdaus, F., & Belgiawan, P. F. (2023). Analyzing Factors Influencing Purchase Intention for Residential Property Developer on Bandung Barat Regency : A Study on Advertisement, Sales Promotion, Online and Social Media Marketing, and Product Attributes. International Journal of Current Science Research and Review, 06(06), 3657-3663. https://doi.org/10.47191/ijcsrr/V6-i6-55

Kusumasondjaja, S. (2018). The roles of message appeals and orientation on social media brand communication effectiveness. Asia Pacific Journal of Marketing and Logistics, 30(4), 1135–1158. https://doi.org/10.1108/APJML-10-2017-0267

Kusumasondjaja, S. (2021). Building Social Media Engagement on Instagram by Using Visual Aesthetics and Message Orientation Strategy: A Content Analysis on Instagram Content of Indonesia Tourism Destinations. Journal of International Conference Proceedings, 4(3). https://doi.org/10.32535/jicp.v4i3.1304

Smith, T. A. (2020). The role of customer personality in satisfaction, attitude-to-brand and loyalty in mobile services. Spanish Journal of Marketing - ESIC, 24(2), 155–175. https://doi.org/10.1108/SJME-06-2019-0036

Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002

Wiraputra, A. L., & Irwansyah, I. (2023). Meningkatkan Niat Beli Konsumen Melalui Pemasaran Digital: Iklan, Celebrity, Dan Influencer. Jurnal Ilmu Komunikasi Dan Media Sosial, 3(3), 739–749. https://doi.org/10.47233/jkomdis.v3i3.1267

Lee, M. R., Yen, D. C., & Hsiao, C. Y. (2014). Understanding the perceived community value of Facebook users. Computers in Human Behavior, 35, 350–358. https://doi.org/10.1016/j.chb.2014.03.018

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008

Colicev, A. K. A., & O’Connor, P. (2019). Modeling the relationship between firm and user generated content and the stages of the marketing funnel. International Journal of Research in Marketing, 36(1), 100–116. https://doi.org/10.1016/j.ijresmar.2018.09.005

Hollebeek, L. D., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/https://doi.org/10.1016/j.intmar.2018.07.003

Wilson, F., Pan, W., & Schumsky, D. (2012). Recalculation of the critical values for Lawshe’s content validity ratio. Measurement and Evaluation in Counseling and Development, 45(3), 1–11. doi: http://dx.doi.org/10.1177/0748175612440286

Hsieh, Y., & Vergne, J. (2023). The future of the web? The coordination and early‐stage growth of decentralized platforms. Strategic Management Journal, 44(3), 829–857. https://doi.org/10.1002/smj.3455

Kaplan, A., & Haenlein, M. (2010). User Of The World, Unite! The Challenges and Opportunities Of Social Media. Business Horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003

Cova, B., & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community.” European Journal of Marketing, 40(9/10), 1087–1105. https://doi.org/10.1108/03090560610681023

Santos, Z. R., Cheung, C. M. K., Coelho, P. S., & Rita, P. (2022). Consumer engagement in social media brand communities: A literature review. International Journal of Information Management, 63. https://doi.org/10.1016/j.ijinfomgt.2021.102457

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029

Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior. Journal of Marketing, 80(1), 7–25. https://doi.org/10.1509/jm.14.0249

Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86(6), 93–115. https://doi.org/10.1177/00222429221102889

Dessart, L., & Pitardi, V. (2019). How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104, 183–195. https://doi.org/10.1016/j.jbusres.2019.06.045

Leckie, C. D. A., & Johnson, L. (2022). Examining drivers and outcomes of social media brand engagement. Asia Pacific Journal of Marketing and Logistics, 34(2), 350–367. https://doi.org/10.1108/APJML-07-2020-0488.

Pujiwati, M., Dewi, R. S., & Hadi, S. P. (2023). Pengaruh Harga, Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen (Studi Pada Konsumen Oasis Bubble Milktea and Dessert Di Kota Magelang). Jurnal Ilmu Administrasi Bisnis, 12(3), 729–737. https://doi.org/10.14710/jiab.2023.38503

Monroe, K. B. (2012). Price and Customers’ Perceptions of Value. In Visionary Pricing: Reflections and Advances in Honor of Dan Nimer (pp. 129–152). https://doi.org/10.1108/S1069-0964(2012)0000019012

Chen, Y., Qin, Z., Yan, Y., & Huang, Y. (2024). The Power of Influencers: How Does Influencer Marketing Shape Consumers’ Purchase Intentions? Sustainability (Switzerland) , 16(13), 1–18. https://doi.org/10.3390/su16135471

Bismo, A. S. S., & Halim, W. (2022). Pengaruh Key Opinion Leader Terhadap Customer Engagement Dengan Brand Awareness Sebagai Variabel Intervening Pada Jockey Indonesia. Jurnal Bisnis Darmajaya, 8(2), 120–127. https://doi.org/10.30873/jbd.v8i2.3303

Mart, P. (2024). Digitalisasi Buka Peluang Baru bagi Pasar Properti. Kompas.Com.

Sinh My, N., Nguyen, L. T. V., & Pham, H. C. (2024). An integrated model of social media brand engagement: an empirical study of the Vietnamese luxury residential property market. Asia Pacific Journal of Marketing and Logistics, 36(5), 1270–1295. https://doi.org/10.1108/APJML-01-2023-0061

Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2018). Initial trust and intentions to buy: The effect of vendor-specific guarantees, customer reviews and the role of online shopping experience☆. Electronic Commerce Research and Applications, 27, 23–38. https://doi.org/10.1016/j.elerap.2017.11.002

Bahtar, A. Z., & Muda, M. (2016). The Impact of User – Generated Content (UGC) on Product Reviews towards Online Purchasing – A Conceptual Framework. Procedia Economics and Finance, 37, 337–342. https://doi.org/10.1016/S2212-5671(16)30134-4

Laroche, M., Habibi, M. R., Richard, M. O., & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28(5), 1755–1767. https://doi.org/10.1016/j.chb.2012.04.016

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0

Larson, J. S. (1993). The measurement of social well-being. Social Indicators Research, 28(3), 285–296. https://doi.org/10.1007/BF01079022

Hagel, I. I. I., & Armstrong, A. G. (1997). Net gain. McKinsey Quarterly, (1), 140–153.

Nisar, T. M., Prabhakar, G. I. P. V., & Baabdullah, A. M. (2020). Up the ante: Electronic word of mouth and its effects on firm reputation and performance. Journal of Retailing and Consumer Services, 53, 101726. https://doi.org/10.1016/j.jretconser.2018.12.010

Hwang, J. S., McMillan, S. J., & Lee, G. (2003). Corporate Web Sites as Advertising. Journal of Interactive Advertising, 3(2), 10–23. https://doi.org/10.1080/15252019.2003.10722070

Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media. Sustainability, 12(4), 1691. https://doi.org/10.3390/su12041691

Wen, T. Q. T., & Liu, R. R. (2019). The impact of nostalgic emotion on brand trust and brand attachment. Asia Pacific Journal of Marketing and Logistics, 31(4), 1118–1137. https://doi.org/10.1108/APJML-09-2018-0390

Choi, B., & Lee, I. (2017). Trust in open versus closed social media: The relative influence of user- and marketer-generated content in social network services on customer trust. Telematics and Informatics, 34(5), 550–559. https://doi.org/10.1016/j.tele.2016.11.005

Kivetz, R., & Simonson, I. (2000). The Effects of Incomplete Information on Consumer Choice. Journal of Marketing Research, 37(4), 427–448. https://doi.org/10.1509/jmkr.37.4.427.18796

Parasuraman, A., & Grewal, D. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28(1), 168–174. https://doi.org/10.1177/0092070300281015

Sander, V. (2019). CONVAL: A Measurement Model for Assessing Consumer-Perceived Firm-Generated Content Value in Social Media. SSRN Electronic Journal. 1-75. https://doi.org/10.2139/ssrn.3314784

Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35. https://doi.org/10.1080/00218499.1996.12466626.

Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290

Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075

Malthouse, E. C., Calder, B. J., Kim, S. J., & Vandenbosch, M. (2016). Evidence that user-generated content that produces engagement increases purchase behaviours. Journal of Marketing Management, 32(5–6), 427–444. https://doi.org/10.1080/0267257X.2016.1148066

Bowden, J. L. H. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105

Demba, D., Chiliya, N., Chuhu, T., & Ndoro, T. (2019). How user-generated content advertising influences consumer attitudes, trust and purchase intention of products and services. Communicare : Journal for Communication Studies in Africa, 38(1), 136–149. https://doi.org/10.10520/EJC-173db9a0b4

Sirgy, M. J. (2018). Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science, 28(2), 197–207. https://doi.org/10.1080/21639159.2018.1436981

Choi, S. M., Lee, W. N., & Kim, H. J. (2005). Lessons From the Rich and Famous. Journal of Advertising, 34(2), 85–98. https://doi.org/10.1080/00913367.2005.10639190

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. Journal of Marketing, 83(5), 78–96. https://doi.org/10.1177/0022242919854374

Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898

Hair, J. F., Bush, R. P., & Ortinau, D. J. (2003). Marketing research: Within a changing information environment. McGraw-Hill.

Lee, M. R., Yen, D. C., & Hsiao, C. Y. (2014). Understanding the perceived community value of Facebook users. Computers in Human Behavior, 35, 350–358. https://doi.org/10.1016/j.chb.2014.03.018

Oosthuizen, D., Spowart, J., & De Meyer-Heydenrych, C. F. (2015). The relationship between perceived price and consumers’ purchase intentions of private label wine brands. African Journal of Hospitality, Tourism and Leisure, 4(2), 1–17. http://www.ajhtl.com/uploads/7/1/6/3/7163688/article58vol4_2_july-nov_2015.pdf

Mulyawan, I., Rafdinal, W., Juniarti, C., & Asrilsyak, S. (2022). Do vocational colleges need social media? The Role of Firm and User Generated Content. Journal of Business and Management Review, 3(3), 229–251. https://doi.org/10.47153/jbmr33.3492022

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of consumer intention to follow and recommend an Instagram account. Online Information Review, 41(7), 1046–1063. https://doi.org/10.1108/OIR-09-2016-0253

Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046

Martínez-Navarro, J., & Bigné, E. (2017). The value of marketer-generated content on social network sites: media antecedents and behavioral responses. Journal of Electronic Commerce Research, 18(1), 52. http://www.jecr.org/node/517

Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content. Information Systems Research, 24(1), 88–107. https://doi.org/10.1287/isre.1120.0469

Gómez, M., Lopez, C., & Molina, A. (2019). An integrated model of social media brand engagement. Computers in Human Behavior, 96, 196–206. https://doi.org/10.1016/j.chb.2019.01.026

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181

Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964. https://doi.org/10.1016/j.jbusres.2006.06.001.

Nguyen, C., Nguyen, T., & Luu, V. (2022). Predicting the Relationship Between Influencer Marketing and Purchase Intention: Focusing on Gen Z Consumers. In Financial Econometrics: Bayesian Analysis, Quantum Uncertainty, and Related Topics (pp. 467-481). https://doi.org/10.1007/978-3-030-98689-6_31

Kumar, V., & Kaushik, A. K. (2022). Engaging customers through brand authenticity perceptions: The moderating role of self-congruence. Journal of Business Research, 138, 26–37. https://doi.org/10.1016/j.jbusres.2021.08.065

Nafees, L., Cook, C. M., & Stoddard, J. E. (2020). The impact of the social media influencer power on consumer attitudes toward the brand: the mediating/moderating role of social media influencer source credibility. Atlantic Marketing Journal, 9(1). https://digitalcommons.kennesaw.edu/amj/vol9/iss1/3/