UGC’s self-deprecation humor and sustainable brand support attitude on social media: expansion of the perspective of affective events theory

Utilising User Generated Content (UGC) on social media platforms like TikTok and Facebook can establish genuine connections between content creators and their audience. However, managing and maintaining long-term brand development remains a significant challenge. Research on the mechanisms behind sustainable brand support attitudes towards UGC is limited. This paper explores whether a self-deprecating style of humour affects audiences’ sustained brand support attitudes towards social media content creators. Theoretically, this study combines Affective Events Theory (AET) and Intergroup Emotion Theory (IET) to explore how individual attitudes extend to group reactions and the sustainability of personal brands. It aims to thoroughly investigate, in the context of social media, the cognitive and emotional changes in individuals towards themselves and their groups under the stimulus of UGC self-deprecating humour, as well as the process of forming sustainable brand support attitudes. Methodologically, this study employs a covariance-based structural equation model to establish the path mechanism of self-deprecating humour expression on sustainable brand support attitudes at both individual psychology and group attitude levels. Additionally, it analyzes the limitations of self-deprecating humour in UGC, considering users with varying levels of need for cognition. Lastly, the paper discusses the theoretical contributions and practical implications of this study.