Collecting and Analyzing User-Generated Content for Decision Support in Marketing Management: An Overview of Methods and Use Cases

Daniel Baier (), Reinhold Decker () and Yana Asenova ()
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Daniel Baier: University of Bayreuth
Reinhold Decker: Bielefeld University
Yana Asenova: Kühne Logistics University

Schmalenbach Journal of Business Research, 2025, vol. 77, issue 3, 419-455

Abstract: Abstract User-generated content (UGC) is generally understood as an expression of opinion in many forms (e.g., complaints, online customer reviews, posts, testimonials) and data types (e.g., text, image, audio, video, or a combination thereof) that has been created and made available by users of websites, platforms, and apps on the Internet. In the digital age, huge amounts of UGC are available. Since UGC often reflects evaluations of brands, products, services, and technologies, many consumers rely on UGC to support and secure their purchasing and/or usage decisions. But UGC also has significant value for marketing managers. UGC allows them to easily gain insights into consumer attitudes, preferences, and behaviors. In this article, we review the literature on UGC-based decision support from this managerial perspective and look closely at relevant methods. In particular, we discuss how to collect and analyze various types of UGC from websites, platforms, and apps. Traditional data analysis and machine learning based on feature extraction methods as well as discriminative and generative deep learning methods are discussed. Selected use cases across various marketing management decision areas (such as customer/market selection, brand management, product/service quality management, new product/service development) are summarized. We provide researchers and practitioners with a comprehensive understanding of the current state of UGC data collection and analysis and help them to leverage this powerful resource effectively. Moreover, we shed light on potential applications in managerial decision support and identify research questions for further exploration.

Keywords: User-generated content (UGC); Online customer reviews (OCRs); Posted images and videos; Web scraping; Machine learning; Discriminative deep learning; Generative deep learning (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s41471-025-00208-7

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