In the most recent episode of the Business Class podcast, Learn Tourism CEO Stephen Ekstrom talks with Bryan Lavin, a professor at Johnson & Wales University’s College of Hospitality Management. They delve into the professor’s fascinating dissertation research on user-generated content (UGC) in marketing campaigns. Bryan’s study focuses on understanding the motivations and barriers that influence travelers to create and share content about their experiences, ultimately benefiting brands seeking authentic marketing material.

Bryan’s dissertation sheds light on some unexpected findings about the demographics of social media users. Traditionally viewed as a playground for younger generations, his research revealed a more nuanced picture. Participants ranged widely in age, with the oldest being in their 80s. However, the study highlighted a significant trend: the likelihood of sharing user-generated content decreases by 8% for each additional year of age. This suggests that as people get older, their engagement with content-sharing drops, making it increasingly dominated by younger users.

Another compelling discovery from Bryan’s research was the pivotal role of empowerment in encouraging UGC. The study identified five key factors influencing content creation: control, empowerment, technical ability, social norms, and attitude. Of these, empowerment emerged as the most crucial. Participants were more likely to engage in content creation if they felt in control of the process, had a positive attitude, and felt technically capable. Interestingly, the study found that empowerment could solve up to 56% of the problem of motivating users to participate in UGC campaigns.

Bryan’s research has practical implications for marketers. Instead of imposing rigid prompts and hashtags, he suggests empowering users to create content in their own authentic way. This approach was illustrated through a case study involving a local tourism board’s failed pizza week campaign. By shifting the focus from a transactional ask to one that fosters genuine engagement and creativity, the campaign could have seen better participation and more authentic content.

The concept of empowerment also ties into broader community engagement strategies. Bryan reflects on his experience working with Destination Marketing Organizations (DMOs), where he learned that success often hinges on meaningful relationships with the community. It’s not just about attracting visitors but also about fostering a sense of connection and pride within the local population. This principle aligns with his findings on UGC, where building authentic relationships can lead to more effective marketing.

Bryan also emphasizes the importance of integrating theory with practice. His academic journey has shown him the value of applying theoretical concepts to real-world scenarios, bridging the gap between high-level ideas and practical applications. This approach is particularly relevant for destination marketers seeking to create impactful, community-driven campaigns.

In conclusion, Bryan Lavin’s research highlights that the key to successful UGC campaigns lies in empowering users and understanding the demographic trends of content creators. By shifting from a transactional mindset to one that values genuine user experiences and community engagement, brands can craft more meaningful and effective marketing strategies.

For those interested in exploring these insights further or collaborating on research, Bryan is open to connections via LinkedIn and email at Bryan.Lavin@jwu.edu. And for coffee enthusiasts, you can also follow his Instagram account, Coffee with Lav, where he shares his passion for brewing the perfect cup.

Listen to the podcast here:

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