What Brands ReTweet: Determinants for Selection of User Generated Content

Description

Social networking sites are now an important part of many organisations’ marketing communications arsenal. Over 60% of adults participate in the social networking site belonging to a brand, and more than 70% of the UK population now shop online. These consumers increasingly talk about companies and products on Social Media with positive sentiments. Many companies have realised the value of this naturally occurring endorsement and now routinely harvest and republish user generated content (UGC) which has been created by their advocates.

The purpose of this study is to identify the attributes of User Generated Content which are selected by Brands to syndicate as part of their marketing communication. A mixed methodology was adopted which included the observation of the Twitter accounts of three UK B2C organisations for six months totalling 722 posts. The findings from this quantitative content analysis were then explored further by undertaking interviews with four practitioners.

Period	4 Jul 2016
Event title	The Academy of Marketing 2016 Conference
Event type	Conference
Location	Newcastle, United KingdomShow on map
Degree of Recognition	National