Research on the Mechanism of the Impact of User-Generated Content Quality on the Co-destruction of Online Brand Community Value

Abstract

Against the backdrop of the deep integration of social media and brand marketing, the mechanism by which the quality of user-generated content (UGC) co-destruct the value of online brand communities urgently needs in-depth exploration and a shift towards the study of its mechanism of action. Based on the social exchange theory and the value co-destruction theory, this paper constructs a theoretical model of UGC quality, community member perception, brand trust and value co-destruction, and conducts empirical test data analysis using the questionnaire survey structural equation model. Research has found that low-quality UGC significantly intensifies the value co-destruction of online brand communities by triggering negative emotions, reducing brand trust, and weakening community identity. However, the effect of dissemination and diffusion still needs to be paid attention to. Community norm enforcement and brand response strategies play a moderating role in the co-destruction of UGC quality and value, but the implementation effect cannot be fully guaranteed. This research provides theoretical basis and practical inspiration for brand enterprises to optimize UGC management and prevent value co-destruction risks, and offers strong support. It reveals the formation mechanism of value co-destruction in online brand communities from the perspective of UGC quality, while its cross-cultural applicability still needs further verification.

https://doi.org/10.65281/905219