Factors influencing customers' participation in user generated content in social networking websites

This research investigates the factors that motivate customers to participate in creation of brand user generated content in social networking websites. The content generated by customers of different brands are considered as more trustworthy than those generated by the organisations. The theoretical framework of this research is based on the self-determination theory which focuses on the intrinsic underlying motivations (autonomy, relatedness and competency) and the service dominant logic, which focuses on the customers' resources (brand knowledge and social network strengths). The findings will assist brand managers in designing strategies to encourage customers’ participation in brand UGC on social networking websites.