There has been a dramatic increase in the digitization of content consumers create and accumulate on their devices or social media platforms. People either create and store content on digital devices or cloud storage services or post content on social media platforms that provide network affordances. Given the sheer volume of user-generated digital content on devices and social media platforms, it is imperative to examine how consumers value it. Across eleven studies, I show that user-generated content on social media is valued less than similar user-generated content stored on digital devices or in the cloud. I propose a goal-theoretic framework to explain this difference in value. Consumers value user-generated content less as its creation and use are motivated more by a sharing goal and less by a memory preservation goal. However, consumers do value their user-generated content on social media when it is perceived to preserve meaningful memories. Lastly, I empirically demonstrate how enhancing the value of social media user-generated content has implications for platform loyalty, revenue model, and digital legacy regulation on these platforms. / 2024-05-16T00:00:00Z
| Identifer | oai:union.ndltd.org:bu.edu/oai:open.bu.edu:2144/44436 |
| Date | 16 May 2022 |
| Creators | Mishra, Nirajana |
| Contributors | Morwedge, Carey K. |
| Source Sets | Boston University |
| Language | en_US |
| Detected Language | English |
| Type | Thesis/Dissertation |
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