Essays about: "consumer-generated content"

Showing result 1 - 5 of 10 essays containing the words consumer-generated content.

  1. 1. Consumer engagement in online brand communities: A netnographic study on Gymshark's Facebook brand page

    University essay from Göteborgs universitet/Graduate School

    Author : Winny Apaza; Tasnim Jahan; [2021-06-23]
    Keywords : online brand communities; content creators; content characteristics; consumer engagement; influencer generated content; firm generated content; consumer generated content;

    Abstract : Consumer engagement on online brand communities has increasingly become a field of interest among marketers. As the process of online consumer engagement is different from traditional ones, it continued to impose challenges to the marketers to take different strategies. READ MORE

  3. 2. Managing negative eWOM in the retail industry : A qualitative study of proactive and reactive strategies

    University essay from Umeå universitet/Företagsekonomi

    Author : Emma Landgren; Martina Lidberg; [2021]
    Keywords : eWOM; managing negative eWOM; proactive strategies; reactive strategies;

    Abstract : In the fast pace of the development of the Internet and the increased use of it more and more people use interactive platforms to connect with each other. The increased opportunity and ability to share content with people around the globe has led to the emergence of eWOM. READ MORE

  4. 3. Would companies benefit from incorporating consumer generated ads in their marketing strategy?

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Dina Eriksson Renzi; Rebecka Leirup; [2021]
    Keywords : ;

    Abstract : Technological developments constantly change companies' marketing strategies and theoverall communication between companies and their customers. This has led to new forms ofmarketing such as user generated content (UGC) marketing. UGC has been proposed to beperceived as more trustworthy and authentic than traditional firm created content. READ MORE

  5. 4. 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

  6. 5. Game of Trust: Brand-generated content vs Consumer-generated advertising : A qualitative study of Arla Foods

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Emelie Cheng; Nadia Khan; [2017]
    Keywords : Social media advertising; Brand-generated content; Consumer-generated advertising; Trust; Purchase intention; Fast-moving consumer goods;

    Abstract : This thesis studies how trust in two different types of social media advertising, brand-generated content (BGC) and consumer-generated advertising (CGA), influence Millennials purchase intention towards brands in the fast-moving consumer goods (FMCG) industry. The phenomenon of CGA has caught researchers’ interest since it is believed to influence consumers’ purchase intention by affecting their trust in the advertising. READ MORE