User-Generated Content (UGC) encountered Enterprise-Generated Content (EGC): Quantifying the Impact of EGC on the Propagation of Negative UGC

The impact of user-generated content (UGC), especially negative UGC on enterprises is well recognized. From the perspective of enterprises, different strategies of enterprise-generated content (EGC) have also been adapted to response to the unexpected UGC, but few studies have investigated the influence of such strategies on the UGC propagation. This research examines which strategy on the negative UGC propagation is optimal by proposing EGC-UGC interaction model. It aims to understand the interaction between UGC and EGC in the context of the social network. Using a simulation analysis method to measure the effect of such EGC factors as the first time of issuing EGC, EGC quantity and interactive frequency on the UGC propagation, the study finds that interactive frequency is the most key factor in defending against negative UGC propagation. This research further explores the effect of different strategy combination referring those three factors on the two types of negative UGC propagation based on deviation distance. The results present two optimal strategies for the two types of negative UGC propagation, respectively. Overall, these findings offer some unique implication for UGC management, information diffusion model of competitive information coexisting.