User-generated content and consumer brand engagement

Naem, Muhammad and Okafor, Sebastian (2022) User-generated content and consumer brand engagement. In: Information Resources Management Association, (ed.) Research anthology on social media advertising and building consumer relationships. IGI Global, Hershey, PA, US, pp. 304-331. Full text not available from this repository.

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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
ISBN: 9781668462874
Departments: Institute of Business, Industry and Leadership > Business
Additional Information: Chapter 18 within book.
Depositing User: Insight Administrator
SWORD Depositor: Insight Administrator
Date Deposited: 05 Jul 2022 10:35
Last Modified: 13 Jan 2024 13:30
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