The cultural influences of narrative content on consumers’ perceptions of helpfulness

Ning Fu

The rapid development of text analytics enables marketers to obtain the information extracted from the narrative content in user-generated content (UGC).

Introduction

With the advent of social media and smartphone technology, the world has changed rapidly in the last 20 years, and marketers have been quick to notice this trend. Today, 88% of companies adopt social media to spread awareness of their promotions, and approximately 70% of the top companies and brands agree that social marketing is an important tool for their promotional events (Fuertes, 2020). Furthermore, companies utilize social media not only for digital promotion and product announcement but also to interact with consumers and understand their behaviors in digital channels.

As an important medium of user-generated content (UGC), consumer...

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