University of Worcester Worcester Research and Publications

User-Generated Content and Consumer Brand Engagement

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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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.

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Divisions: College of Business, Psychology and Sport > Worcester Business School
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Depositing User: Karen Veitch
Date Deposited: 27 Nov 2019 10:40
Last Modified: 27 Nov 2019 10:40

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