4W of user-generated content: why who we are and where we post influence what we post

Purpose In continuation of Soylemez (2021), this study utilized equity theory and investigated how personal factors (personality traits) and community factors (ownership) influence relative generation of brand-oriented and community-oriented content. Design/methodology/approach A study of A/B testing was conducted with 104 online brand community (OBC) participants who had been active in an OBC in the last 30 days. Findings Members with a high level of conscientiousness, extroversion and neuroticism generate more brand-oriented content than community-oriented content. Openness to experience, agreeableness and community ownership have been found to have no significant effects. Practical implications This research helps marketing practitioners on whether they should build their own online brand communities. The study also suggests that brands should adjust their community strategies based on the personality traits of community members and expectations from the community. Originality/value This is the first study that investigates how personality traits and community ownership influence the generation of different types of user-generated content (UGC).