Exploring consumer motivations for creating user-generated content
Terry Daugherty, Matthew S. Eastin & Laura BrightThe University of Texas at Austin
INTRODUCTION
During the past several decades, the media landscape has evolved into a complex and dynamic conglomeration of both traditional and interactive media that seek to serve the needs of today's fast-paced lifestyles. While traditional media struggle under the weight of increased segmentation, the interactive environment provides the capacity to capitalize on this fragmented market by offering niche media vehicles that give consumers a voice amidst the whirlwind of information and advertising. In the online...