1 Ravi Vatrapu User Generated Content Krishnamurthy, S. and W. Dou (2008). "Note From Special Issue Editors: Advertising with User-Generated.

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Presentation transcript:

1 Ravi Vatrapu 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). Course Portal: Facebook: Etherpad: Thursday, 07-Apr-2011 EB22: Online Marketing: Lecture 30 Auditorium 4, ITU, Copenhagen, Denmark

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). 2

Three Criteria  Publication requirement  Creative effort  Creation outside of professional routines and practises 3

Typology 4

Stakeholders in the UGC Advertising Environment 5  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 6  Level of trust  Level of risk tolerance  Level of experience

Attitudes toward Social Networking Sites 7  Internet self-efficacy  Need to belong  Need for cognition  Collective self-esteem

Consumer Motivations for UGC 8  ego-defensive and  social components of attitude

eWOM (WOL) vs. UGC 9 “Whereas eWOM frequently pertains to product recommendations, UGC generally focuses on pure entertainment-especially when it comes to video components.”

Discussion 10 Exercise 17: OECD ReportOECD Report