The Voice of the Consumer Speaks Forcefully in Brand Identity: User-Generated Content ForcesSmart Marketers to Listen
George Christodoulides
Birmingham Business School, University of Birmingham
Colin Jevons
Department of Marketing, Monash University
Insights from
Pete Blackshaw
Chief Marketing Officer, NM Incite
INTRODUCTIONWhat 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:...