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From Consumer to Contributor: Navigating the New Landscape of User-Generated Content

From Consumer to Contributor: Navigating the New Landscape of User-Generated Content

Tripti Dhote, Samaya Pillai, Pankaj Pathak
Copyright: © 2024 |Pages: 20
ISBN13: 9798369327548|ISBN13 Softcover: 9798369350218|EISBN13: 9798369327555
DOI: 10.4018/979-8-3693-2754-8.ch009
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MLA

Dhote, Tripti, et al. "From Consumer to Contributor: Navigating the New Landscape of User-Generated Content." New Trends in Marketing and Consumer Science, edited by Theodore K. Tarnanidis and Nikolaos Sklavounos, IGI Global, 2024, pp. 184-203. https://doi.org/10.4018/979-8-3693-2754-8.ch009

APA

Dhote, T., Pillai, S., & Pathak, P. (2024). From Consumer to Contributor: Navigating the New Landscape of User-Generated Content. In T. Tarnanidis & N. Sklavounos (Eds.), New Trends in Marketing and Consumer Science (pp. 184-203). IGI Global. https://doi.org/10.4018/979-8-3693-2754-8.ch009

Chicago

Dhote, Tripti, Samaya Pillai, and Pankaj Pathak. "From Consumer to Contributor: Navigating the New Landscape of User-Generated Content." In New Trends in Marketing and Consumer Science, edited by Theodore K. Tarnanidis and Nikolaos Sklavounos, 184-203. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-2754-8.ch009

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Abstract

To grab audience attention in a fast-growing digital space amidst aggressive competition brands are always on the trail for innovative ways to reach out to their target consumers. With technology as an enabler, user generated content (UGC) is evolving as a compelling tool, transforming how consumers engage interact and consume information. It's emerging as a practicable, cost-effective option across a consumer's purchase journey to drive engagement footfalls and maximum conversions. It indicates original content generated by consumers of Products with a minimal contribution of the brand itself. For communicating the Brand message, UGC has brought about a change in the role of consumers. from being passive observers to empowering them and making them an integral part of the brand narrative. This chapter navigates through the role of UGC in transforming the consumer journey, focussing on how the untapped potential of authentic customer-centric content can be leveraged on social media to drive a strong consumer community, get insights in new-varied formats of new media, and perform data-analytics.

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