The Voice of the Consumer Speaks Forcefully in Brand Identity: User-Generated Content ForcesSmart Marketers to Listen
Birmingham Business School, University of Birmingham
Department of Marketing, Monash University
Chief Marketing Officer, NM InciteINTRODUCTION
What Is UGC?
User-generated content (UGC) is a new term—so new that, in early 2011, the Oxford English Dictionary, which derives its definitions from public usage, had not yet published a definition. It is an area of consumer engagement wherein academia has led public practice. According to one theory, UGC is defined as consumers creating content that:
- is made available through publicly accessible transmission media such as the Internet;
- reflects some degree of creative effort; and
- is created for free outside professional routines and practices (Christodoulides, Jevons, and Bonhomme, 2011).