User Generated Branding: Integrating User Generated Content by Ulrike Arnhold

By Ulrike Arnhold

What's the price of person generated content material in branding? Do social media actions corresponding to model groups and blogs really damage or improve the logo? Ulrike Arnhold investigates those burning questions, introducing the idea that of consumer generated branding. From a model administration standpoint she analyses the influence of interactive advertising and marketing programmes in net 2.0, comparing consumer generated content material as a device of the emblem communications combine. Her publication might help either students and practitioners to realize a radical knowing of the roots, options and functions of consumer generated content material in branding.

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Com; accessed on 13 August 2008). de; accessed on 13 August 2008). 0 marketing' is included. 15 Academic literature on UGC in general is still considered in its initial phase. 111 Indeed, there are few studies about user generated advertising and few surveys dealing with motivational factors for UGC creation and consumption. As mentioned above, the concepts of 'vigilante marketing,112, 'eTribalized branding,113 and 'open source brand,114 might be considered as UGC related approaches within the context of branding in the broader sense.

Suicide bomber commercial' featuring a fake Palestinian suicide car bomber in a VW Polo (see Appendix XV). Recently, it can be observed that branded companies encourage consumers to create brand-related UGC. 68 Such corporate campaigns aim at strengthen brand loyalty and benefit from grassroots ideas through positive word of mouth and idea generation for creative advertising. ° Further applications include selective fan contributions71 and intermediary platforms hosting sponsored UGC assignments such as Current (see Appendix XVI).

P. 14 (translated from German). see SHAPIRONARIAN (1998), p. 3; BRANDTWEINER (2000), p. 33. To describe content SHAPIRONARIAN refer to information which take form; BRANDTWEINER uses the term information goods. see also in the following ANDINGIHESS (2003), pp. 16 at seqq. 25 U. 1007/978-3-8349-8857-7_6, © Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2010 generally generated for third-party usage the dimensions were considered from the perspective of creation and usage purposes. From a creation point of view, the economic dimension comprised the attributes creation purpose and cost; from a usage point of view it was characterized by the purpose of use, the combinability of contents (flexibility as regards content), the revenue potential as well as the revenue potential's time distribution (speed of validation).

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