Likability vs. controversy : investigating the effects of emotions on e-word of mouth (eWOM) reach for the Trump brand

A growing number of marketers has been trying to encourage more user-generated content as an addition to their traditional promotional activities. User-generated content might behave differently, as it originates by definition from the brand’s followers and observers and therefore might be linked to higher levels of trust than company sponsored information. Additionally, co-created content could be more controversial than messages generated by corporations, as it is not screened for political correctness and displays the honest opinion of the audience. The current study examines which strategies companies should use to generate user-generated content. More specifically, the paper aims at contributing to closing this research gap, by investigating the amount of participation and virality of co-creation, based on different emotions for Twitter messages about Trump and his brand. A focus shall be laid on the question whether more beneficial results might be achieved by striving for likability through positive messages or by purposely stirring up a controversial discussion through negative emotions, thereby creating higher visibility online.