Analyzing Role of User Generated Content in Marketing in Digital Age

Authors

  • Nishita Pruthi
  • Riya Wadhwa
  • Rohit Bansal

Keywords:

User generated content, Customer generated content, Customer reviews, Digital age, Hashtags.

Abstract

User generated content is that content on the internet in which users contributed in creation. In this
digital age, customers are creative and actively engage with the business. They share their opinions,
inventions and insights. Users also create posts while using business’s products and services and
share them with their audience. Tools for collecting user generated content include Blogs and
Groups, Photos and Videos, Questions and Answers, Ratings and Reviews, and Wish Lists and
Favorites etc. Content can be marketer generated content or user generated content (sometimes
known as customer generated content). Customers found user generated content more authentic and
trustworthy as it seems more real and understandable. User generated content plays an important
role in every aspect of marketing ranges from identification of customer needs, product development
and innovation, improving brand image, supporting search engine optimization, influencing purchase
intentions, enhancing sales and customer engagement etc. To enhance its effectiveness, businesses
also share user generated content on their digital marketing platforms. This paper aims to study the
invaluable role of user generated content in marketing and to offer recommendations for encouraging
customers to produce more user generated content. It is done by analyzing literary work of
researchers and other available secondary research sources.

Published

2021-07-30

How to Cite

Pruthi, N. ., Wadhwa, R. ., & Bansal, R. (2021). Analyzing Role of User Generated Content in Marketing in Digital Age. NOLEGEIN- Journal of Information Technology &Amp; Management, 4(1). Retrieved from https://mbajournals.in/index.php/JoITM/article/view/712