Research on the User-Generated Content in Brand Marketing
- 10.2991/aebmr.k.220405.284How to use a DOI?
- social media; user-generated content; brand; marketing; performance
The high degree of connectedness of consumers to the Internet and social media provides for their better interaction with owners of numerous brands, which may result in the emergence of brand-related content visible to the general public. Its presence can influence brands in a variety of ways that remain to be defined and assessed comprehensively. Thus, the topic of the study is the evaluation of the significance of the said content for brand marketing and the discovery of the potential ways of its utilization by business entities. The primary research method was the systematic review focused on the relevant scholarly articles procured for electronic databases, with the target audience of the study including a wide variety of consumers that are capable of producing content that affects brands in one way or another. The conduction of the research has allowed concluding the significant yet ambiguous impact of user-generated content on brand performance and its considerable marketing potential. The obtained findings also established a basis for the provision of recommendations for brand owners seeking to use the said content in their activities and provided a direction for further studies in this field.
- © 2022 The Authors. Published by Atlantis Press International B.V.
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Cite this article
TY - CONF AU - Xiangyi Li PY - 2022 DA - 2022/04/29 TI - Research on the User-Generated Content in Brand Marketing BT - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022) PB - Atlantis Press SP - 1711 EP - 1714 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220405.284 DO - 10.2991/aebmr.k.220405.284 ID - Li2022 ER -