University · Marketing · Social Media Marketing

User-Generated Content and Brand Communities

4 Abschnitte1 Karteikarten-Decks1 Quizze

An analysis of user-generated content as a marketing resource and of brand communities as a social structure, covering conceptual foundations, campaign design, community-building practices, and the governance and moderation challenges that accompany both.

Inhaltsübersicht

  • Conceptual Foundations: User-Generated Content and Brand Community
  • Designing UGC Campaigns: Mechanics, Incentives, and Rights
  • Building Brand Communities Through Social Media Practice
  • Risks, Moderation, and Governance of UGC and Brand Communities
A group of people sharing photos on their smartphones, representing consumers creating and sharing brand-related content.
Pixabay – Pixabay License

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