UGC About Brands: Understanding Creators & Consumers PDF

USER-GENERATED CONTENT (UGC) ABOUT BRANDS: UNDERSTANDING ITS CREATORS AND CONSUMERS" Branding & Communication AA 2024.2025 Group 4:H.USTA, Z.TOTH,P.VARGAS,E.SOLYMAN  GROUP 4 Ehab Solyman...

USER-GENERATED CONTENT (UGC) ABOUT BRANDS: UNDERSTANDING ITS CREATORS AND CONSUMERS" Branding & Communication AA 2024.2025 Group 4:H.USTA, Z.TOTH,P.VARGAS,E.SOLYMAN  GROUP 4 Ehab Solyman Hilal Usta Zsofia Toth Patricio Vargas Mohammed Mohiyeldin Branding & Communication AA 2024.2025 COLLECTIVE READING  AGENDA INTRODUCTION TO UGC AND BRANDS CONTEXT OF UGC IN THE DIGITAL AGE SDL AND CCT RESEARCH DESIGN THE RESEARCH - KEY FINDINGS METAHPOR DISCUSSION CONCLUSION INTRODUCTION TO UGC AND BRANDS  1/29 DEFINITION OF USER-GENERATED CONTENT "User-generated content refers to any form of content, such as images, videos, text, and audio, that has been created and published by unpaid contributors or, using a better term, fans. It is content that is created by end-users of an online system or service and is publicly available to others." Kaplan, A. M., & Haenlein, M. (2010) INTRODUCTION TO UGC AND BRANDS  2/29 GROWING IMPORTANCE OF UGC IN MARKETING AND DIGITAL BRANDING 85% find visual UGC more influential than brand-created content have more trust in recommendation from 92% peers than from traditional advertising 79% UGC highly impacts their purchasing decisions Nielsen (2012), Malthouse, E. C., Calder, B. J., Kim, S. J., & Vandenbosch, M. (2016), Erkan, I., & Evans, C. (2016) INTRODUCTION TO UGC AND BRANDS  3/29 WHY BRANDS SHOULD PAY INCREASED ATTENTION TO THIS PHENOMENA? Branding&Communication AA2024.2025 INTRODUCTION TO UGC AND BRANDS CONTEXT OF UGC IN THE DIGITAL AGE  4/29 THE EVOLUTION OF WEB 2.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS WIRES, NETWORK CONTEXT OF UGC IN THE DIGITAL AGE  4/29 THE EVOLUTION OF WEB 2.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS 1996-2004 WIRES, NETWORK “READ ONLY” STATIC CONTEXT OF UGC IN THE DIGITAL AGE  5/29 THE EVOLUTION OF WEB 1.0 CONTEXT OF UGC IN THE DIGITAL AGE  5/29 THE EVOLUTION OF WEB 1.0 CONTEXT OF UGC IN THE DIGITAL AGE  5/29 THE EVOLUTION OF WEB 1.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS ONE WAY COMMUNICATION MODEL CONTEXT OF UGC IN THE DIGITAL AGE  5/29 THE EVOLUTION OF WEB 1.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS BASIC WEB PAGES HTML/ PORTALS READ ONLY COMPANY FOCUSED PASSIVE CONSUMERS BANNER- BASED ADVERTISING ONE WAY COMMUNICATION MODEL CONTEXT OF UGC IN THE DIGITAL AGE  5/29 THE EVOLUTION OF WEB 1.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS ONE WAY COMMUNICATION MODEL TO... CONTEXT OF UGC IN THE DIGITAL AGE  6/29 THE EVOLUTION OF WEB 2.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS 2004-2016 1996-2004 “READ ONLY” “READ WRITE” STATIC WIRES, NETWORK INTERACTIVE CONTEXT OF UGC IN THE DIGITAL AGE  7/29 THE EVOLUTION OF WEB 2.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS USER GENERATED CONTENT CONTEXT OF UGC IN THE DIGITAL AGE  7/29 THE EVOLUTION OF WEB 2.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS USER GENERATED CONTENT XML/ RSS CONTEXT OF UGC IN THE DIGITAL AGE  7/29 THE EVOLUTION OF WEB 2.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS USER GENERATED CONTENT XML/ RSS READ AND WRITE CONTEXT OF UGC IN THE DIGITAL AGE  7/29 THE EVOLUTION OF WEB 2.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS USER GENERATED CONTENT XML/ RSS READ AND WRITE COMMUNITY FOCUSED CONTEXT OF UGC IN THE DIGITAL AGE  7/29 THE EVOLUTION OF WEB 2.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS USER GENERATED CONTENT XML/ RSS READ AND WRITE COMMUNITY FOCUSED ACTIVE CONSUMERS CONTEXT OF UGC IN THE DIGITAL AGE  7/29 THE EVOLUTION OF WEB 2.0 AND ITS INFLUENCE ON BRAND-CONSUMER RELATIONSHIPS USER GENERATED CONTENT XML/ RSS READ AND WRITE COMMUNITY FOCUSED ACTIVE CONSUMERS INTERACTIVE ADVERTISEMENT CONTEXT OF UGC IN THE DIGITAL AGE  8/29 POWER DYNAMICS SHIFT FROM BRANDS TO CONSUMERS CONTEXT OF UGC IN THE DIGITAL AGE  8/29 POWER DYNAMICS SHIFT FROM BRANDS TO CONSUMERS TO... Consumers now co-create content, impacting brand perception. CONTEXT OF UGC IN THE DIGITAL AGE KEY QUESTION: WHAT DRIVES USERS TO CREATE CONTENT ABOUT BRANDS?  9/29 MOTIVATIONS AND INTERACTIONS OF YOUNG ADULTS WITH UGC IN BRAND SETTINGS Millennials are 2.4 times more likely Consumers aged 18-25 are the most likely to to engage with UGC compared to create and share UGC, making them a key other types of content. audience for brands to target. Smith, A. N., Fischer, E., & Yongjian, C. (2012), Olenski, S. (2013) CONTEXT OF UGC IN THE DIGITAL AGE  10/29 MOTIVATIONS AND INTERACTIONS OF YOUNG ADULTS WITH UGC IN BRAND SETTINGS Millennials are 2.4 times more Consumers aged 18-25 are the most likely likely to engage with UGC compared to create and share UGC, making them a to other types of content. key audience for brands to target. Smith, A. N., Fischer, E., & Yongjian, C. (2012), Olenski, S. (2013) CONTEXT OF UGC IN THE DIGITAL AGE  11/29 BECAUSE WE ARE... GAME: WHY YOU COMMENT, SHARE ONLINE THE REVIEWS? Smith, A. N., Fischer, E., & Yongjian, C. (2012),Olenski, S. (2013) CONTEXT OF UGC IN THE DIGITAL AGE  11/29 BECAUSE WE ARE... GAME: WHY YOU COMMENT, SHARE ONLINE THE REVIEWS? DIGITAL NATIVES Smith, A. N., Fischer, E., & Yongjian, C. (2012),Olenski, S. (2013) CONTEXT OF UGC IN THE DIGITAL AGE  11/29 BECAUSE WE ARE... GAME: WHY YOU COMMENT, SHARE ONLINE THE REVIEWS? ALWAYS CONNECTED DIGITAL NATIVES Smith, A. N., Fischer, E., & Yongjian, C. (2012),Olenski, S. (2013) CONTEXT OF UGC IN THE DIGITAL AGE  11/29 BECAUSE WE ARE... GAME: WHY YOU COMMENT, SHARE ONLINE THE REVIEWS? ALWAYS CONNECTED DIGITAL NATIVES DESIRE FOR SELF-EXPRESSION Smith, A. N., Fischer, E., & Yongjian, C. (2012),Olenski, S. (2013) CONTEXT OF UGC IN THE DIGITAL AGE  11/29 BECAUSE WE ARE... GAME: WHY YOU COMMENT, SHARE ONLINE THE REVIEWS? ALWAYS CONNECTED DIGITAL NATIVES DESIRE FOR SELF-EXPRESSION TRUST IN PEER OPINIONS Smith, A. N., Fischer, E., & Yongjian, C. (2012),Olenski, S. (2013) CONTEXT OF UGC IN THE DIGITAL AGE  11/29 BECAUSE WE ARE... GAME: WHY YOU COMMENT, SHARE ONLINE THE REVIEWS? ALWAYS CONNECTED DIGITAL NATIVES DESIRE FOR SELF-EXPRESSION TRUST IN PEER OPINIONS BRAND ENGAGEMENTS AND REWARDS Smith, A. N., Fischer, E., & Yongjian, C. (2012),Olenski, S. (2013) CONTEXT OF UGC IN THE DIGITAL AGE  SERVICE-DOMINANT LOGIC (SDL) AND CONSUMER CULTURE THEORY (CCT)  12/29 SERVICE-DOMINANT LOGIC (SDL) Consumers are no longer passive buyers but co-creators of value. SDL AND CCT  12/29 SERVICE-DOMINANT LOGIC (SDL) Consumers are no longer passive buyers but co-creators of value. SDL represents a shift in thinking from traditional product-focused marketing to a service-oriented approach SDL AND CCT  12/29 SERVICE-DOMINANT LOGIC (SDL) Consumers are no longer passive buyers but co-creators of value. SDL represents a shift in thinking from traditional product-focused marketing to a service-oriented approach SDL sees all economies, whether selling products or services, as service economies. Even physical goods are considered tools for delivering a service. SDL AND CCT  13/29 MAIN CONCEPTS OF SDL VALUE CO-CREATION Value is not created solely by the company; it is co- created with the customer. SDL AND CCT MAIN CONCEPTS OF SDL 13/29 OPERANT RESOURCES VALUE CO-CREATION These are intangible resources like knowledge, skills, and expertise. For Value is not created solely by the businesses, providing company; it is co- value means applying created with the these operant resources customer. to benefit consumers SDL AND CCT MAIN CONCEPTS OF SDL SERVICE 13/29 ECOSYSTEMS VALUE OPERANT CO-CREATION RESOURCES SDL operates within a network of actors — Value is not created These are intangible businesses, customers, solely by the company; resources like suppliers — who all work it is co-created with knowledge, skills, and the customer. expertise. For together to co-create value. businesses, providing This interconnectedness is value means applying these operant resources essential for understanding to benefit consumers modern markets SDL AND CCT SERVICE-DOMINANT LOGIC (SDL) 14/29 Apple offers an integrated service ecosystem. The value lies in how these devices work together with services like iCloud, the App Store, and Apple Music, with users enhancing the experience through personalized apps, media, and software. SDL AND CCT SERVICE-DOMINANT LOGIC (SDL) 15/29 Airbnb doesn’t own the homes it offers, but it facilitates value co-creation between hosts and guests. The hosts provide their homes, while the guests contribute by leaving reviews and enhancing the overall experience through personal interactions. The value lies in this co-created experience. SDL AND CCT  16/29 CONSUMER CULTURE THEORY (CCT) Brands as tools for Self-Identity: How individuals use brands to express their personal growth. Brands are part of life projects that help consumers define who they are. SDL AND CCT  17/29 CONSUMER CULTURE THEORY (CCT) Apple's products, like the iPhone and MacBook, are often used by consumers to express modernity, creativity, and technological sophistication. SDL AND CCT SDL AND CCT  18/29 CONSUMER CULTURE THEORY (CCT) Nike promotes empowerment and athletic identity. Many people associate the brand with personal achievement and fitness lifestyle. https://www.youtube.com/watch?v=freRkr00otY SDL AND CCT SDL AND CCT  19/29 CONSUMER CULTURE THEORY (CCT) For many, Harley- Davidson is a symbol of freedom, adventure, and a rebellious spirit, aligning strongly with personal identity projects. https://www.youtube.com/watch?v=lZGp58B-cTQ SDL AND CCT SDL AND CCT  20/29 CONSUMER CULTURE THEORY (CCT) For both children and adults, LEGO represents creativity, imagination, and playfulness. Adults often use LEGO to express their inner child or artistic side, making it part of their personal and cultural expression https://www.youtube.com/watch?v=iYbDrDllxVs SDL AND CCT RESEARCH DESIGN  21/29 RESEARCH DESIGN The Problem THE PROBLEM MAIN GOAL 1) What motivates young adults to create and 1) What motivates young adults to create consume UGC? Find transferable behavior as it is a and consume UGC? 2) Does it help them navigate the issue leading segment for consideration of the identified in the literature of source 2) Does it help them navigate the issue credibility? digitally empowering world. identified in the literature of source credibility? TARGETAudience Target AUDIENCE 215215 young people active in the area of young people active in the area of electronic social networking and UGC electronic social networking and quite possibly and less antagonistic or UGC andresistant towards branded products quite possibly less antagonistic or resistant towards branded products. RESEARCH DESIGN THE RESEARCH  22/29 THE RESEARCH STAGE 1 Participants were tasked to create diaries of their interactions with branded websites and creation of and/or commentary upon UGC during a 4-week period. MAIN FINDINGS: The use and re-use of information as a resource The people are integrating resources, for self-affirmation including brands, brand meanings and brand communities, in order to achieve life goals KEY FINDINGS  23/29 THE RESEARCH STAGE 2 Diaries were read with a view to seeing how deeper the insight was being provided into the theme identified from Stage 1 of the use and re-use of information, a topic that consumers have been found relatively unreflective by themselves These narratives indicate an element of engagement with sites and the creation of UCG or commentary that created increased passion for the brand/product/service. KEY FINDINGS THE METAPHOR  24/29 THE LABYRINTH METAPHOR On Maze Runner survival depends on cooperation, shared knowledge, and resources like food, shelter, and alliances Brands need to facilitate their audience’s journey by offering tools, content, and engagement opportunities that align with the consumer’s life project to shape their own journey Coursesidekick.com. Retrieved October 18, 2024, METAPHOR DISCUSSION  25/29 UGC AS A RESOURCE FOR SELF IDENTITY Young adults use UGC to engage in identity projects where they are not just passive consumers , but active participants. O perant resources like UGC allow consumers to re- use these brand interactions to create meaning in their personal lives. Service-Dominant Logic (SDL) views interactions as creating value by helping consumers shape their self-image and personal goals through brand use. DISCUSSION  26/29 UGC AS A RESOURCE FOR TRANSFORMATION Consumers are no longer just buyers; they are co-creators of value in a network of interactions with brands. Around 90% of shoppers want to see content from real customers, and 83% of shoppers say user-generated content makes them more likely to buy. 55% of GEN Z consumers want brands to feature their UGC posts in the brand’ s channels and social media plateforms. More than three quarters of shoppers look for visual content from customers who have already purchased the product trend.io DISCUSSION  27/29 PEER GENERATED CONTENT Consumers often perceive peer-generated content as more authentic and relatable compared to traditional brand- produced advertising. Platforms like TripAdvisor, Amazon, and Yelp have shown that customer reviews can make or break a product or service. Brands that successfully foster trust in UGC can gain a competitive advantage. DISCUSSION CONCLUSION  28/29 OUTCOMES Web 2 has lead to a shift in the power from the the producers to the users. Trust in UGC has emerged as a critical driver in influencing consumer behavior , fostering authenticity , and building long- term loyalty. The research, through Stage 1 and 2, underscores the importance of peer trust. Brands that effectively facilitate UGC will build stronger emotional connections with their audiences CONCLUSION  29/29 NOWADAYS WEB 3.0... 2016... 2004-2016 1996-2004 “READ WRITE” “READ- WRITE- TRUST” INTERACTIVE VERIFIABLE “READ ONLY” STATIC WIRES, NETWORK FUTURE OF WEB 3.0 WHICH LEADS US TO THANK YOU! MENTI RESULTS I. MENTI RESULTS II. SOURCES KAPLAN, A. M., & HAENLEIN, M. (2010). "USERS OF THE WORLD, UNITE! THE CHALLENGES AND OPPORTUNITIES OF SOCIAL MEDIA." BUSINESS HORIZONS, 53(1), 59-68. HTTPS://DOI.ORG/10.1016/J.BUSHOR.2009.09.003 HTTPS://CLARUSWAY.COM/DIFFERENCE-BETWEEN-WEB2-AND-WEB3-COMPLETE-GUIDE/ SMITH, A. N., FISCHER, E., & YONGJIAN, C. (2012). HOW DOES BRAND-RELATED USER-GENERATED CONTENT DIFFER ACROSS YOUTUBE, FACEBOOK, AND TWITTER?. JOURNAL OF INTERACTIVE MARKETING, 26(2), 102-113. HTTPS://DOI.ORG/10.1016/J.INTMAR.2012.01.002 OLENSKI, S. (2013). MILLENNIALS AND USER-GENERATED CONTENT: THE KEY TO EFFECTIVE MARKETING. FORBES. FORBES ARTICLE SMITH, A. N., FISCHER, E., & YONGJIAN, C. (2012). HOW DOES BRAND-RELATED USER-GENERATED CONTENT DIFFER ACROSS YOUTUBE, FACEBOOK, AND TWITTER?. JOURNAL OF INTERACTIVE MARKETING, 26(2), 102-113. HTTPS://DOI.ORG/10.1016/J.INTMAR.2012.01.002 OLENSKI, S. (2013). MILLENNIALS AND USER-GENERATED CONTENT: THE KEY TO EFFECTIVE MARKETING. FORBES ERKAN, I., & EVANS, C. (2016). THE INFLUENCE OF EWOM IN SOCIAL MEDIA ON CONSUMERS' PURCHASE INTENTIONS: AN EXTENDED APPROACH TO INFORMATION ADOPTION. COMPUTERS IN HUMAN BEHAVIOR, 61, 47-55. HTTPS://DOI.ORG/10.1016/J.CHB.2016.03.003 MALTHOUSE, E. C., CALDER, B. J., KIM, S. J., & VANDENBOSCH, M. (2016). EVIDENCE THAT USER-GENERATED CONTENT THAT PRODUCES ENGAGEMENT INCREASES PURCHASE BEHAVIORS. JOURNAL OF MARKETING MANAGEMENT, 32(5-6), 427-444. HTTPS://DOI.ORG/10.1080/0267257X.2016.1148066 NIELSEN (2012). GLOBAL TRUST IN ADVERTISING AND BRAND MESSAGES. NIELSEN REPORT. HTTPS://FANTASTISCHEANTIKE.DE/PLATOS-ALLEGORY-OF-THE-CAVE-REIMAGINED-THE-MAZE-RUNNER-AS-A-MODERN-INTERPRETATION/ HTTPS://PWSKILLS.COM/BLOG/WHAT-IS-WEB-1-0-WEB-2-0-AND-WEB-3-0-USES-DIFFERENCES-SIMILARITIES/ HTTPS://WWW.YOUTUBE.COM/WATCH?V=IYBDRDLLXVS HTTPS://WWW.YOUTUBE.COM/WATCH?V=LZGP58B-CTQ HTTPS://WWW.YOUTUBE.COM/WATCH?V=FRERKR00OTY HTTPS://WWW.TREND.IO/BLOG/USER-GENERATED-CONTENT-GUIDE