Influence of Technical Features of User Generate Content on Brand Advocacy of Telecommunication Industry among the Young Generation in the Western Province in Sri Lanka: Examining the Mediating Role of Brand Image

Abstract

User-generated content has had a strong effect on modern consumer decisions due to the proliferation of social media. Telecom service providers widely use such user-generated content to promote their brands and create brand advocacy in a highly competitive market. However, there is a dearth of knowledge regarding how technical features impact brand advocacy in a Sri Lankan context. This study aims to investigate how the technical features of user-generated content (UGC) shared on online platforms influence brand advocacy behaviors such as recommendations and loyalty among the younger generation in the Western province of Sri Lanka, and how that behavior is mediated by brand image. Granularity, Extensibility, Integration, and Evolvability were identified as technical features of user-generated content. This research study employs the Positivism research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data for the study will be collected through a questionnaire from 385 respondents. The data were analyzed using descriptive statistics, correlation, and regression tools with the IBM Statistical Package for the Social Sciences (SPSS) 23 version.

In this study, Granularity, Extensibility, and Integration were identified as significant independent variables evolvability is not statistically significant and the mediator was not statistically significant, according to the findings. The study indicates that there is no mediating effect of brand image on the relationship between technical features of user-generated content and Brand advocacy. It is recommended that practical implications emphasize enhancing technical features of user-generated content, fostering consumer participation, and aligning strategies to promote brand advocacy. The study’s limitations include the fact that it simply focuses on the youth population in the Western province of Sri Lanka, which restricts the generalizability of findings to other regions or cultures. Furthermore, the sample may not accurately reflect the diversity of the youth demographic, which can affect representativeness. The cross-sectional research approach reduces the ability to establish causal relationships and analyze behavioral changes over time. Furthermore, relying on self-reported data presents possible biases, such as social desirability bias and recall bias, which might have an impact on the finding’s validity. The study’s scope, centered on technical features of user-generated content, does not account for emotional, psychological, or external factors that may influence brand advocacy. The industry-specific focus on telecommunication further limits the application of the findings to other sectors. Finally, the dynamic nature of digital platforms and social media emphasizes the importance of longitudinal research in accounting for the changing impact of emerging technologies and trends on user-generated content and brand advocacy.

The researcher indicates that considering the theoretical implications of this study, the findings of this research can help telecommunications companies in the Western province of Sri Lanka develop a more specific UGC strategy and increase brand advocacy by using UGC’s technological aspects (Granularity, Extensibility, Integration, and Evolvability). Strategies include creating forums for specific feedback, facilitating seamless exchange, and developing a strong brand image through customer-centric initiatives and active participation. Dynamic systems that respond to user input and include localized features like language support can improve UGC accessibility and appeal to the younger generation. These indicators boost trust, reach, and consumer engagement, helping firms stand out in competitive markets. By conducting this study, the researcher can identify several practical implications. Telecommunication companies can enhance brand advocacy by creating platforms that encourage structured and technical features of User-generated content, such as feedback forms and forums. Simplifying feedback processes and integrating sharing options on popular platforms can amplify UGC's reach and influence customer decisions. Companies should strengthen their brand image through customer-centric initiatives, and active engagement with UGC. Developing dynamic systems that allow content to evolve, offering incentives for quality contributions, and localizing UGC features such as language support, can further improve accessibility and engagement. Those theoretical & practical implications can be identified through this study. This research will provide a significant contribution to academic understanding and will be very useful for telecom marketers and strategists to craft positive interaction and content creation for their brands using the technical features of UGC platforms.