Analyzing Role of User-generated Content in Marketing in Digital Age

Open Access

Year : 2021 | Volume : | Issue : 1 | Page : 1-4
By

    Nishita Pruthi

  1. Riya Wadhwa

  2. Rohit Bansal

  1. Research Scholar, Maharshi Dayanand University, Rohtak, Haryana, India
  2. Research Scholar, Maharshi Dayanand University, Rohtak, Haryana, India
  3. 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

[This article belongs to NOLEGEIN Journal of Information Technology & Management(njitm)]

How to cite this article: Nishita Pruthi, Riya Wadhwa, Rohit Bansal Analyzing Role of User-generated Content in Marketing in Digital Age njitm 2021; 4:1-4
How to cite this URL: Nishita Pruthi, Riya Wadhwa, Rohit Bansal Analyzing Role of User-generated Content in Marketing in Digital Age njitm 2021 {cited 2021 May 30};4:1-4. Available from: https://journals.stmjournals.com/njitm/article=2021/view=91351

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Regular Issue Open Access Article
Volume 4
Issue 1
Received May 13, 2021
Accepted May 13, 2021
Published May 30, 2021