The voice of the consumer speaks forcefully in brand identity: user-generated content forces smart marketers to listenChristodoulides, G., Jevons, C. and Blackshaw, P. (2011) The voice of the consumer speaks forcefully in brand identity: user-generated content forces smart marketers to listen. Journal of Advertising Research , 51 (1). pp. 101-111. (50th anniversary supplement) Full text not archived in this repository. It is advisable to refer to the publisher's version if you intend to cite from this work. See Guidance on citing. To link to this item DOI: 10.2501/JAR-51-1-101-111 Abstract/SummaryUser-generated content (UGC) is attracting a great deal of interest - some of it effective, some misguided. This article reviews the marketing-related factors that gave rise to UGC, tracing the relevant development of market orientation, social interaction, word of mouth, brand relationships, consumer creativity, co-creation, and customization, largely through the pages of the Journal of Advertising Research over the last 40 (or so) of its 50 years. The authors then discuss the characteristic features of UGC and how they differ from (and are similar to) these concepts. The insights thus gained will help practitioners and researchers understand what UGC is (and is not) and how it should (and should not) be used.
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