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Found 3 essays matching the above criteria.

  1. 1. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

    University essay from Umeå universitet/Företagsekonomi

    Author : Rebecca Ketola; Sandra Norrman; [2019]
    Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

    Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE

  3. 2. The Relationship Between Brand Related UGC and CBBE : An Internet Meme Experiment

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Joseph Hallgren; Kristján Sigurbjörnsson; Twan Black Jr.; [2018]
    Keywords : Internet Meme; Brand Equity; CBBE; User Generated Content; UGC; Experiment;

    Abstract : Background: The modern day era of the Internet gave birth to the growing phenomenon of Internet memes (IM), a type of online user generated content (UGC) (Gangadharbatla, 2008). Now marketers have begun researching the relationship between UGC and consumer based brand equity (CBBE) (Christodoulides et.al, 2012; Rachna and Khajuria, 2017). READ MORE

  4. 3. Uncovering the Motivations for Creating Brand-Related UGC on Instagram : A Study within the Apparel Industry

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Amy Vong; Malin Stax; [2017]
    Keywords : UGC; User-Generated Content; Electronic Word-of-Mouth; eWoM; Social Media; Instagram; Instant Messaging; Qualitative Content Analysis;

    Abstract : Background The emergence of the Web 2.0 has enabled users to create and distribute content on social media platforms. As consumers depend increasingly on each other when gathering and evaluating information, they are becoming influential on brand activities by producing UGC and eWoM. READ MORE