Posting, Lurking, and Networking: Behaviors and Characteristics of Consumers in the Context of User-Generated Content

While user-generated content (UGC) and social media have generated interest from researchers and practitioners, many facets of users and producers of such content remain undocumented.

Posting, Lurking, and Networking: Behaviors and Characteristics of Consumers in the Context of User-Generated Content

Margaret A. Morrison, Hyuk Jun CheongandSally J. McMillan University of Tennessee

One of the most noticeable characteristics of the evolving online environment—often referred to as Web 2.0—is the advent of the online spaces that have enabled consumers to post comments, blog, and interact with other Internet users regarding products and brands. The spaces have been built; the users have come. Some have generated content, and some have read that content. However, beyond demographics, what do we really know about the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands