TY - JOUR
T1 - User-generated content about brands
T2 - understanding its creators and consumers
AU - Halliday, Sue
N1 - This document is the Accepted Manuscript version of the following article: Sue Vaux Halliday, ‘User-generated content about brands: Understanding its creators and consumers’, Journal of business Research, Vol. 69 (1): 137-144, January 2016, made available under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License CC BY NC-ND 4.0
( http://creativecommons.org/licenses/by-nc-nd/4.0/ )
The final, definitive Version of Record is available online via DOI:
https://doi.org/10.1016/j.jbusres.2015.07.027
PY - 2016/1/31
Y1 - 2016/1/31
N2 - This consumer research study investigates the meanings behind creating and consuming user-generated content (UGC) about brands. It touches on the broader issues of the lives of persons, rather than consumers. We discuss relevant theoretical underpinnings to our empirical two-stage study that we then describe in detail. From our findings we contribute a person-centric trope of the journey that individuals can be understood as participating in as they interact with brands on the Internet for personal formation and even transformation. We conclude that for the young adult population this activity is the interactive ongoing construction of identities, as persons rather than narrowly as consumers. These actions creating and consuming UGC also underpin potential for personal transformation, as proposed in the movie “Leaving Pleasantville”. Our contribution is both insight and a metaphor to explain a key driver of UGC creation in 21st century postmodern life.
AB - This consumer research study investigates the meanings behind creating and consuming user-generated content (UGC) about brands. It touches on the broader issues of the lives of persons, rather than consumers. We discuss relevant theoretical underpinnings to our empirical two-stage study that we then describe in detail. From our findings we contribute a person-centric trope of the journey that individuals can be understood as participating in as they interact with brands on the Internet for personal formation and even transformation. We conclude that for the young adult population this activity is the interactive ongoing construction of identities, as persons rather than narrowly as consumers. These actions creating and consuming UGC also underpin potential for personal transformation, as proposed in the movie “Leaving Pleasantville”. Our contribution is both insight and a metaphor to explain a key driver of UGC creation in 21st century postmodern life.
KW - Branding; digital marketing; WOM; UGC; identification; CCT.
U2 - 10.1016/j.jbusres.2015.07.027
DO - 10.1016/j.jbusres.2015.07.027
M3 - Article
SN - 0148-2963
VL - 69
SP - 137
EP - 144
JO - Journal of Business Research
JF - Journal of Business Research
IS - 1
ER -