The voice of the consumer speaks forcefully in brand identity: user-generated content forces smart marketers to listen

Christodoulides, G., Jevons, C. and Blackshaw, P. (2011) The voice of the consumer speaks forcefully in brand identity: user-generated content forces smart marketers to listen. Journal of Advertising Research , 51 (1). pp. 101-111. doi: 10.2501/JAR-51-1-101-111 (50th anniversary supplement)

Abstract/Summary

User-generated content (UGC) is attracting a great deal of interest - some of it effective, some misguided. This article reviews the marketing-related factors that gave rise to UGC, tracing the relevant development of market orientation, social interaction, word of mouth, brand relationships, consumer creativity, co-creation, and customization, largely through the pages of the Journal of Advertising Research over the last 40 (or so) of its 50 years. The authors then discuss the characteristic features of UGC and how they differ from (and are similar to) these concepts. The insights thus gained will help practitioners and researchers understand what UGC is (and is not) and how it should (and should not) be used.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/25902
Item Type	Article
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	World Advertising Research Center
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