@article{THESIS,
      recid = {3117},
      author = {Gao Mingtao},
      title = {The Role of Channel Characteristics on Brand-Related User  Generated Content},
      publisher = {University of Chicago},
      school = {M.A.},
      address = {2021-08},
      number = {THESIS},
      abstract = {Using sentiment analysis, k-means clustering, and latent  Dirichlet allocation (LDA), we collected and analyzed more  than 50,000 user-generated content (UGC) related to five  athletic apparel brands, to examine the content  characteristics in brand-related UGC from three types of  social media: Twitter (self-media), Reddit (collaboration  platform), and Instagram and YouTube (creative outlets). We  find that UGC on creative outlets contains more positive  brand sentiments and emotional trigger words. UGC on  self-media and collaboration platforms are brand-centered,  while the most popular topics on self-media are brand  news/trends, and it is a product-related question on  collaboration platforms. UGC on creative outlets are  self-promoting, while creators’ motivations and  achievements are the most popular on Instagram, and  activity-related content and informative reviews are the  most popular on YouTube. Besides, the formation of brand  communities positively influences consumer engagement on  social media. This research extended from the previous  framework for comparing brand-related UGC with big data and  machine learning techniques. It provides insights into how  channel characteristics result in differences in  brand-related UGC, which are valuable to future researchers  and brand managers. },
      url = {http://knowledge.uchicago.edu/record/3117},
      doi = {https://doi.org/10.6082/uchicago.3117},
}