Value creation through digital content: user co-creation value

Dineva, Denitsa ORCID: https://orcid.org/0000-0003-0451-9021 2023. Value creation through digital content: user co-creation value. Krowinska, Agata, Backhaus, Christof, Becker, Benjamin and Bosser, Fabian, eds. Digital Content Marketing, London, UK: Routledge, pp. 105-119. (10.4324/9781003346500)

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Abstract

This chapter focuses on the fundamental principles of value co-creation and discusses the essential steps that organisations should take in order to stimulate the creation of positive user-generated content outputs. Furthermore, the chapter talks about the most effective forms of digital content co-creation and offers a detailed step-by-step guide to UGC marketing campaign planning. Some practical considerations for user co-created content are also addressed in the chapter. The chapter concludes with a case study from McDonalds which showcases how relevant and creative UGC campaigns can generate positive engagement, boost brand love, as well as improve brand's sentiment.

Item Type:	Book Section
Date Type:	Published Online
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Routledge
ISBN:	9781003346500
Last Modified:	10 Apr 2024 08:14
URI:	https://orca.cardiff.ac.uk/id/eprint/163542

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