UGC requires an accord of creator and user to work

The article discusses UGC (user-generated content) and how it can be part of the marketing mix. Research shows that younger audiences are keen to take part in UGC, but it is easier for some brands than others.

UGC requires an accord of creator and user to work

Damian Thompson

User-generated content (UGC) has been embraced as part of the marketing mix by some of the world's biggest brands, including McDonald's, Coca-Cola and General Motors.

UGC drives word-of-mouth, helping to enlist consumers as online spokespeople or customer service representatives for a brand. It also gives consumers a role in generating product development, advertising and communication ideas.

But it is not necessarily right for every brand, and some firms will harness its power in very different ways from others. So how do brand managers know when to place their...

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