User Generated
This presentation is the property of its rightful owner.
Sponsored Links
1 / 10

Tuesday , 20 -July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark PowerPoint PPT Presentation


  • 84 Views
  • Uploaded on
  • Presentation posted in: General

User Generated Content Krishnamurthy, S. and W. Dou (2008). "Note From Special Issue Editors: Advertising with User-Generated Content: A Framework and Research Agenda." Journal of Interactive Advertising 8(2 ). Tuesday , 20 -July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark

Download Presentation

Tuesday , 20 -July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Tuesday 20 july 2010 kilen 2 75 cbs frederiksberg denmark

  • User Generated Content

  • Krishnamurthy, S. and W. Dou (2008). "Note From Special Issue Editors: Advertising with User-Generated Content: A Framework and Research Agenda." Journal of Interactive Advertising 8(2).

Tuesday, 20-July-2010

Kilen 2.75, CBS, Frederiksberg, Denmark

DØK HU2D - Internet Marketing: Lecture 22

Course Webpage: http://www.itu.dk/people/rkva/2010-Summer-IM/

Facebook Group: http://www.facebook.com/group.php?gid=133258548012

Etherpad: http://ietherpad.com/d5mBZdMDe6


User generated content

User Generated Content

“User-generated content (UGC), also known as consumer-generated media (CGM)or user-created content (UCC),refers to various kinds of media content, publicly available, that are produced by end-users” (Wikipedia).


Three criteria

Three Criteria

Publication requirement

Creative effort

Creation outside of professional routines and practises


Typology

Typology


Stakeholders in the ugc advertising environment

Stakeholders in the UGC Advertising Environment

Advertisers

Media Platform Owners

Users

Advertisers can:

Create content ads in parallel (competitive)

Empower users to create ads (cooperative)


Advertiser s acceptance of ugc advertising

Advertiser's Acceptance of UGC Advertising

Level of trust

Level of risk tolerance

Level of experience


Attitudes toward social networking sites

Attitudes toward Social Networking Sites

Internet self-efficacy

Need to belong

Need for cognition

Collective self-esteem


Consumer motivations for ugc

Consumer Motivations for UGC

ego-defensive

and

social components of attitude


Ewom wol vs ugc

eWOM (WOL) vs. UGC

“Whereas eWOM frequently pertains to product recommendations,

UGC generally focuses on pure entertainment-especially when it comes to video components.”


Discussion

Discussion

Exercise 17: OECD Report


  • Login