Welcome to the InfoSci Platform
Reference Hub1
User-Generated Content and Consumer Brand Engagement

User-Generated Content and Consumer Brand Engagement

Muhammad Naem, Sebastian Okafor
Copyright: © 2019 |Pages: 28
ISBN13: 9781522573449|ISBN10: 1522573445|EISBN13: 9781522573456
DOI: 10.4018/978-1-5225-7344-9.ch009
Cite Chapter Cite Chapter

MLA

Naem, Muhammad, and Sebastian Okafor. "User-Generated Content and Consumer Brand Engagement." Leveraging Computer-Mediated Marketing Environments, edited by Gordon Bowen and Wilson Ozuem, IGI Global, 2019, pp. 193-220. https://doi.org/10.4018/978-1-5225-7344-9.ch009

APA

Naem, M. & Okafor, S. (2019). User-Generated Content and Consumer Brand Engagement. In G. Bowen & W. Ozuem (Eds.), Leveraging Computer-Mediated Marketing Environments (pp. 193-220). IGI Global. https://doi.org/10.4018/978-1-5225-7344-9.ch009

Chicago

Naem, Muhammad, and Sebastian Okafor. "User-Generated Content and Consumer Brand Engagement." In Leveraging Computer-Mediated Marketing Environments, edited by Gordon Bowen and Wilson Ozuem, 193-220. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7344-9.ch009

Export Reference

Mendeley
Favorite

Abstract

Debates on the importance of user-generated content (UGC) and consumer brand engagement have increasingly gained attention amongst researchers, practitioners, marketing managers, and business leaders. UGC is a concept popularized in the 21st century with the advent and rise of Web 2.0 technology. Web 2.0 has gained recognition due to its novel features that include openness, participation, and the facilitation of the creation and sharing of content. It revolutionized interactions amongst people, and users are now able to share and create personalized content on the internet instead of merely using the content available. The primary objective of this chapter is to evaluate the influence of UGC on consumer brand engagement and discuss its impact on customers and organizational marketing practices.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.