User-generated content and consumer brand engagement

Naem, Muhammad and Okafor, Sebastian ORCID logo ORCID: (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.

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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
ISSN: 2327-5502
ISBN: 9781522573449
Departments: Institute of Business, Industry and Leadership > 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: 25 Apr 2024 16:19


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