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User-generated content (UGC), alternatively known as user-created content (UCC), emerged from the rise of intelligent web services, which allow everyday users to create any form of content such as text, images, audio, videos, and software (e.g. video game mods) and interact with other users. [1] [2] Content aggregation platform such as social networks, discussion forums, and wikis, by their interactive and social nature, no longer produce multimedia content but provide users with the tools to produce, collaborate, and share a variety of content, which can affect the attitudes and behaviors of the public in various aspects. This transforms the role of consumers from passive spectators to active participants.[2] [3]
Sice 2020, there are an increasing number of businesses who are utilizing user-generated content (UGC) to promote their products and services. This approach is considered a cost-effective and authentic way to enhance a brand's image and boost sales. Several factors significantly influence how UGC is received, including the quality of the content, the credibility of the creator, and viewer engagement. [4][5]These elements can impact users' perceptions and trust towards the brand, as well as influence the buying intentions of potential customers. UGC has proven to be an effective method for brands to connect with consumers, drawing their attention through the sharing of experiences and information on social media platforms.[6][7]
Definition
editThe Organisation for Economic Co-operation and Development (OECD) has defined three core variables of UGC: [8]
- Accessible Content: User-generated content (UGC) is publicly produced through various platforms located on the Internet and is available to any individual browsing such platforms, whether a publicly accessible website or a public social media account. There are other contexts where users must remain in a community or closed group to access and publish on such platforms (for example, wikis). This is a way of differentiating that although the content is accessible to the audience, there are certain restrictions for the user who generates the content.
Bibliography
edit- ^ Roma, Paolo; Aloini, Davide (2019-03-01). "How does brand-related user-generated content differ across social media? Evidence reloaded". Journal of Business Research. 96: 322–339. doi:10.1016/j.jbusres.2018.11.055. ISSN 0148-2963.
- ^ a b Naab, T. K; Sehl, A (2017). "Studies of user-generated content: A systematic review". Journalism. 18 (10): 1256–1273. doi:10.1177/1464884916673557.
- ^ Kang, Kai; Lu, Jinxuan; Guo, Lingyun; Li, Wenlu (2021-02-01). "The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms". International Journal of Information Management. 56: 102251. doi:10.1016/j.ijinfomgt.2020.102251. ISSN 0268-4012.
- ^ Kim, Mikyoung; Song, Doori (2018-01-02). "When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type". International Journal of Advertising. 37 (1): 105–124. doi:10.1080/02650487.2017.1349031. ISSN 0265-0487.
- ^ Liu, Xia; Burns, Alvin C.; Hou, Yingjian (2017-04-03). "An Investigation of Brand-Related User-Generated Content on Twitter". Journal of Advertising. 46 (2): 236–247. doi:10.1080/00913367.2017.1297273. ISSN 0091-3367.
- ^ Zhuang, W; Zeng, Q; Zhang, Y; Liu, C; Fan, W (2023). "What makes user-generated content more helpful on social media platforms? Insights from creator interactivity perspective". Information Processing & Management. 60 (2): 103201. doi:10.1016/j.ipm.2022.103201. ISSN 0306-4573.
- ^ Lou, Chen; Yuan, Shupei (2019-01-02). "Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media". Journal of Interactive Advertising. 19 (1): 58–73. doi:10.1080/15252019.2018.1533501. ISSN 1525-2019.
- ^ OECD (2007). Participative Web and User-Created Content: Web 2.0, Wikis and Social Networking. Paris: Organisation for Economic Co-operation and Development. doi:10.1787/9789264037472-en.