DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. Originating from this development was the concept of user-generated content (UGC), which implies that people were able to enrich each other’s user-experienc...

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Bibliographic Details
Main Authors: Ketola, Rebecca, Norrman, Sandra
Format: Others
Language:English
Published: Umeå universitet, Företagsekonomi 2019
Subjects:
UGC
brand-related UGC
user-generated content
consumer-generated content
consumer power
consumer response
e-WOM
brand perception
co-creation
brand communication
UGC marketing
brand management
communication process
credibility
Business Administration
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-162456

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-162456

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