MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Information Technology & Management

Analyzing Role of User Generated Content in Marketing in Digital Age

  1. Nishita Pruthi
  2. Riya Wadhwa
  3. Rohit Bansal

Abstract

User generated content is that content on the internet in which users contributed in creation. In thisdigital 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 andshare them with their audience. Tools for collecting user generated content include Blogs andGroups, Photos and Videos, Questions and Answers, Ratings and Reviews, and Wish Lists andFavorites etc. Content can be marketer generated content or user generated content (sometimesknown as customer generated content). Customers found user generated content more authentic andtrustworthy as it seems more real and understandable. User generated content plays an importantrole in every aspect of marketing ranges from identification of customer needs, product developmentand innovation, improving brand image, supporting search engine optimization, influencing purchaseintentions, enhancing sales and customer engagement etc. To enhance its effectiveness, businessesalso share user generated content on their digital marketing platforms. This paper aims to study theinvaluable role of user generated content in marketing and to offer recommendations for encouragingcustomers to produce more user generated content. It is done by analyzing literary work ofresearchers and other available secondary research sources.

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