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User-Generated Content and Consumer Brand Engagement

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Naeem, Muhammad and Okafor, S. (2019) User-Generated Content and Consumer Brand Engagement. In: Leveraging Computer-Mediated Marketing Environments. Advances in Marketing, Customer Relationship Management, and E-Services . IGI Global, Hershey, PA, USA, pp. 193-220. ISBN 9781522573449

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Official URL: https://www.igi-global.com/gateway/chapter/221510

Abstract

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
Additional Information:	Copyright © 2019 by IGI Global. The full-text cannot be supplied for this item. Please check availability with your local library or Interlibrary Requests Service.
Divisions:	College of Business, Psychology and Sport > Worcester Business School
Related URLs:	Publisher Publisher http://insight.cumbria.ac.uk/id/eprint/4...
Depositing User:	Karen Veitch
Date Deposited:	27 Nov 2019 10:40
Last Modified:	27 Nov 2019 10:40
URI:	https://worc-9.eprints-hosting.org/id/eprint/8938

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