Introduction to the Special Issue on the Emergence and Impact of User-Generated Content

Peter S. Fader () and Russell S. Winer ()
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Peter S. Fader: The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104
Russell S. Winer: Stern School of Business, New York University, New York, New York 10012

Marketing Science, 2012, vol. 31, issue 3, 369-371

Abstract: The growth of the "social" Web has resulted in the enormous growth of what is referred to as user-generated content, or UGC. UGC takes the form of product reviews, descriptions of product usage, "homemade advertising," blogs, and other consumer-initiated contributions. Following a research competition cosponsored by the Marketing Science Institute and the Wharton Interactive Media Initiative (now known as the Wharton Customer Analytics Initiative), a call for papers for a special issue of Marketing Science resulted in 69 submissions. Of these, eight papers were accepted, covering a range of issues such as how and why people make UGC contributions, the impact of UGC contributions, and new methods for analyzing UGC data.

Keywords: user-generated; content (search for similar items in EconPapers)
Date: 2012
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