User Generated Content Krishnamurthy, S. and W. Dou (2008). "Note From Special Issue Editors: Advertising with User-Generated Content: A Framework and Research Agenda." Journal of Interactive Advertising 8(2).
Ravi Vatrapu
[email protected]
Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 Facebook: http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/7y3drhMCnq Thursday, 07-Apr-2011 EB22: Online Marketing: Lecture 30 Auditorium 4, ITU, Copenhagen, Denmark 1
User Generated Content
“User-generated content (UGC), also known as consumer-generated media (CGM) or user-created content (UCC), refers to various kinds of media content, publicly available, that are produced by end-users” (Wikipedia).
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Three Criteria
Publication requirement Creative effort Creation outside of professional routines and practises
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Typology
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Stakeholders in the UGC Advertising Environment
Advertisers
Media Platform Owners
Users
Advertisers can: Create content ads in parallel (competitive) Empower users to create ads (cooperative)
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Advertiser's Acceptance of UGC Advertising
Level of trust Level of risk tolerance Level of experience
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Attitudes toward Social Networking Sites
Internet self-efficacy Need to belong Need for cognition Collective self-esteem 7
Consumer Motivations for UGC
ego-defensive and social components of attitude
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eWOM (WOL) vs. UGC
“Whereas eWOM frequently pertains to product recommendations, UGC generally focuses on pure entertainment-especially when it comes to video components.” 9
Discussion Exercise 17: OECD Report
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