User-Generated Content and Perceived Customer Value

User-Generated Content and Perceived Customer Value

Wilson Ozuem (University of Gloucestershire, UK), Celia Almeida Pinho (University of West London, UK) and Yllka Azemi (Indiana University Northwest, USA)
Copyright: © 2016 |Pages: 14
DOI: 10.4018/978-1-4666-9776-8.ch003
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Abstract

The Internet has transformed social communications and social behaviours. Technology-aided interpersonal interactions have replaced traditional ‘face-to-face' affiliations. The purpose of this chapter is to examine the effect of user-generated content on perceived customer value. In contrast to prior study mainly investigates the effect of two main areas, namely, customer and company, this study additionally widens the scope and influence of user-generated content on consumer-to-consumer communications. Our findings suggest that user-generated content mediates on consumer decision-making process, providing higher-order credibility beyond the conventional marketing communication programmes.
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Theoretical Foundations And Context

A review of the extant literature provides divergent notions and interpretations on the computer-mediated content created by consumers, such as user-generated content (Hautz et al., 2013; Chen et al., 2011), eWOM (Thorsten Hennig-Thuran et al., 2004), computer-mediated content, C2C communications (Adjei, Noble and Noble, 2010), consumer-generated media (Blackshaw and Nazzaro, 2004) and C2C exchange (Gruen, Osmobekov and Czaplewski, 2007). The concepts of CGC and eWOM are similar, and some researchers have applied these concepts interchangeably (Kozinets et al., 2010; Ozuem, Howell and Lancaster 2008).

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