Introduction

Severin Dennhardt

Chapter 1 in User-Generated Content and its Impact on Branding, 2014, pp 3-10 from Springer

Abstract: Abstract The emergence and rise of social media have made user-generated content one of the driving forces of online experiences today. User-generated content (UGC, also called user-created content or user-generated media), for example in the form of user-reviews or blog-posts, is one of the most influential sources of online information today (Constantinides and Fountain 2008).

Keywords: Social Media; Virtual World; Purchase Intention; Brand Equity; Second Life (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-02350-8_1

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DOI: 10.1007/978-3-658-02350-8_1

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