Memo to Marketers: Quantitative Evidence for Change - How User-Generated Content Really Affects Brands

Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers’ perceptions of brands.

Memo to Marketers: Quantitative Evidence for Change — How User-Generated Content Really Affects Brands

George Christodoulides

Henley Business School

Colin Jevons

Monash University

Jennifer Bonhomme

Management slant

  • This is the first study to show the direct influence of UGC involvement on brand equity.
  • UGC has a direct and positive impact on customer-based brand equity, particularly when driven by congruence with a consumer's self-concept, development of a brand community, and consumer perceptions of co-creation.
  • The stronger a brand's equity, the stronger the positive effect on these drivers, so UGC and brand equity can grow symbiotically together.
  • Brand managers in digital marketing...

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