User-generated content and consumer brand engagement

Naem, Muhammad and Okafor, Sebastian (2019) User-generated content and consumer brand engagement. In: Bowen, Gordon and Ozuem, Wilson, (eds.) Leveraging computer-mediated marketing environments. IGI Global, Pennsylvania, US, pp. 193-220.

[img]
Preview
PDF (first 2 pages only) - Published Version
Available under License CC BY-NC

Download (131kB) | Preview
Official URL: https://doi.org/10.4018/978-1-5225-7344-9.ch009

Abstract

Debates on the importance of user-generated content (UGC) and consumer brand engagement have increasingly gained attention amongst researchers, practitioners, marketing managers, and business leaders. UGC is a concept popularized in the 21st century with the advent and rise of Web 2.0 technology. Web 2.0 has gained recognition due to its novel features that include openness, participation, and the facilitation of the creation and sharing of content. It revolutionized interactions amongst people, and users are now able to share and create personalized content on the internet instead of merely using the content available. The primary objective of this chapter is to evaluate the influence of UGC on consumer brand engagement and discuss its impact on customers and organizational marketing practices.

Item Type: Book Section
Publisher: IGI Global
ISSN: 2327-5502
ISBN: 9781522573449
Departments: Business
Additional Information: Muhammad Naem (University of Worcester, UK) and Sebastian Okafor (University of Cumbria, UK). Chapter 9 within book.
Depositing User: Anna Lupton
Date Deposited: 25 Jan 2019 15:49
Last Modified: 12 Feb 2019 19:28
URI: http://insight.cumbria.ac.uk/id/eprint/4424

Downloads

Downloads per month over past year



Downloads each year

Actions (repository staff only)

Edit Item Edit Item