User-generated branding via social media: An examination of six running brands Andrea N. Geurin a, *, Lauren M. Burch b a New York University, Tisch Institute for Sports Management, Media, and Business, 7 E. 12th St., 4th Floor, New York, NY 10003, USA b Indiana University–Purdue University Columbus, Division of Business, 4601 Central Avenue, Columbus, IN 47203, USA A R T I C L E I N F O Article history: Received 19 April 2016 Received in revised form 9 September 2016 Accepted 10 September 2016 Available online 3 October 2016 Keywords: Branding User-generated branding Strategy Marketing Social media Instagram A B S T R A C T The increased global popularity of social media has led many consumer brands to increasingly turn to consumer-to-consumer marketing methods in recent years. One such method, user-generated branding (UGB), is defined as “the strategic and operative management of brand related user-generated content (UGC) to achieve brand goals” (Burmann & Arnhold, 2009, p. 66). Other disciplines have identified potential benefits of UGB such as cost effectiveness, the ability to track consumers, and immediate feedback regarding a brand and its products or services (Burmann, 2010). Hambrick and Kang (2015) also posited that UGB might be effective in developing stronger relationships between brands and consumers and eliciting greater engagement with consumers on social media. This study sought to fill the gap on UGB research within the sport management field. Utilising Porter’s (1985) generic strategies as a theoretical framework, the Instagram accounts of six purposefully selected running brands were examined to determine to what extent brands utilised user-generated content on their Instagram accounts and whether differences existed in audience engagement based on the type of content posted. A quantitative content analysis method was employed, and results indicated that those brands utilising a differentiation strategy and posts with an overt focus on the product or brand were most successful in eliciting engagement from followers. Implications for researchers and practitioners are discussed in greater detail in the paper. ã 2016 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved. 1. Introduction Technological advancements provide today’s sports brands with greater opportunities to market their products or services to consumers than ever before. No longer confined to methods such as traditional advertising, publicity, activation at events, or athlete endorsements, brands now have the opportunity to leverage the Internet through the use of websites, blogs, and social media outlets, as well as via mobile technologies such as smartphone apps. With these increased options to create awareness and to build desired images of their brand, however, comes increased competition with other brands to reach their target consumers, many of whom have become adept at ignoring marketing messages. This, combined with the increased global popularity of social media, has led many consumer brands to increasingly turn to consumer-to-consumer marketing methods in recent years. Such methods include, for example, customers’ reviews of products and photos of * Corresponding author. E-mail addresses: andrea.geurin@nyu.edu (A.N. Geurin), lmburch@indiana.edu (L.M. Burch). http://dx.doi.org/10.1016/j.smr.2016.09.001 1441-3523/ã 2016 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved. Sport Management Review 20 (2017) 273–284 Contents lists available at ScienceDirect Sport Management Review journa l homepage : www.e lsevier.com/loca te/smr