Open Access
Nishita Pruthi
Riya Wadhwa
Rohit Bansal
- Research Scholar Maharshi Dayanand University Rohtak, Haryana India
- Research Scholar Maharshi Dayanand University Rohtak, Haryana India
- Assistant Professor Vaish College of Engineering Rohtak, Haryana India
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 range 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.
Keywords: User-generated content, customer generated content, customer reviews, digital age, hashtags
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NOLEGEIN Journal of Information Technology & Management
| Volume | |
| Received | May 13, 2021 |
| Accepted | May 13, 2021 |
| Published | May 13, 2023 |