Source: KY. Goh., CS. Heng., & ZJ. Lin. (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. DOI: 10.1287/isre.1120.0469.

Dimensions: content information richness, content valence, directed communication versus undirected communication

Hypotheses:

H1A: UGC information richness has a smaller impact than MGC information richness on consumers’ purchase behavior.

H1B: UGC information richness has a larger impact than MGC information richness on consumers’ purchase behavior.

与营销商生成内容（MGC）的信息丰富度相比，用户生成内容（UGC）的信息丰富度对消费者购买行为的影响更大/小。

H2: UGC valence has a larger impact than MGC valence on consumers’ purchase behavior.

相较于营销商生成内容（MGC）的情感倾向，用户生成内容（UGC）的情感倾向对消费者购买行为的影响更大。

H3: For brand community UGC, the impact of directed communication is more effective than that of undirected communication in influencing consumers’ purchase behavior.

H4A: For brand community MGC, the impact of directed communication is more effective than that of undirected communication in influencing consumers’ purchase behavior.

H4B: For brand community MGC, the impact of directed communication is less effective than that of undirected communication in influencing consumers’ purchase behavior.

Source: Nga N. Ho-Dac, Stephen J. Carson, & William L. Moore. (2013). The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter? Journal of Marketing. 77, 37-53.

Hypotheses:

H1: Positive OCRs have a stronger positive effect on the products of weak brands than those of strong brands.

H2: Negative OCRs have a stronger negative effect on the products of weak brands than those of strong brands.

H3: The moderating effects of brand equity generalize across both the emerging and mature product categories.