About this document
Memo To Marketers - Quantitative Evidence For Change by R K is a document available to read on EtoBox.
User-generated content (UGC) is a rapidly growing vehicle for brand conversations and consumer insights. For the purpose of understanding the impact of UGC on brands and brand equity, this study focuses explicitly on brand-related UGC. The authors develop a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity.
- Author
- R K
- Language
- EN