Essays about: "consumer-generated content"

Showing result 1 - 5 of 7 essays containing the words consumer-generated content.

  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; 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

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

    University essay from Uppsala universitet/Företagsekonomiska institutionen; 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

  3. 3. C(GA):ing Through The Channel

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Stina Göransson; Ana Susic; [2016]
    Keywords : Consumer-generated advertising; Media Context; Paid Media; Owned Media; Earned Media;

    Abstract : Brands increasingly involve their consumers as creators of marketing activities. A popular approach has been to invite consumers to create advertising content via ad contests - where the outcome has been referred to as consumer-generated advertising. READ MORE

  4. 4. Consumer-generated Advertising on YouTube : A quantitative study examining the effects of endorser credibility and coupon proneness on brands

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Rahel Jonsson Brajim; Tina Romanov; [2016]
    Keywords : ;

    Abstract : Consumer-generated advertising on YouTube is a developing phenomenon that in the last years has grown exponentially. Recent research by Holt (2016) suggests that well-known content creators on YouTube have a large impact on brands, so great that regular firms are unable to compete with these well-known content creators. READ MORE

  5. 5. Innovation through co-creation : Strategies to manage the Challenges of Co-Creation

    University essay from Umeå universitet/Företagsekonomi;

    Author : Darein Wadeisa; Abubakar Sada; [2015]
    Keywords : Co-creation; mass customization; designs innovation; co-creation challenges – Consumer participation; consumer-generated content – online innovation communities– collaborative innovation – value co-creation.;

    Abstract : Co-creation has become an important source of competitive advantage for many businesses in the modern world. Therefore, managing co-creation has become an important topic among practitioners and researchers, but there has been little research done on addressing and managing the challenges faced by co-creating companies. READ MORE