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).
Ravi Vatrapu
vatrapu@cbs.dk
Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22
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Thursday, 07-Apr-2011
EB22: Online Marketing: Lecture 30
Auditorium 4, ITU, Copenhagen, Denmark
1
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

Advertisers

Media Platform Owners

Users
Advertisers can:
 Create content ads in parallel (competitive)
 Empower users to create ads (cooperative)
5
Advertiser's Acceptance of UGC Advertising
 Level of trust
 Level of risk tolerance
 Level of experience
6
Attitudes toward Social Networking Sites
 Internet self-efficacy
 Need to belong
 Need for cognition
 Collective self-esteem
7
Consumer Motivations for UGC
 ego-defensive
and
 social components of attitude
8
eWOM (WOL) vs. UGC
“Whereas eWOM frequently pertains to
product recommendations,
UGC generally focuses on pure
entertainment-especially when it comes
to video components.”
9
Discussion
Exercise 17: OECD Report
10