Do different kinds of user-generated content in online brand communities really work?

Do different kinds of user-generated content in online brand communities really work?

Purpose – Due to the fact that user-generated content and online brand communities are gaining popularity, the purpose of this study is to identify the type of user-generated content that has a real effect on product success, in terms of the number of owners, within a popular online brand community...

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Bibliographic Details
Main Authors: A. Estrella-Ramon, Fiona Ellis-Chadwick
Format: Default Article
Published: 2017
Subjects:
Other commerce, management, tourism and services not elsewhere classified
Information systems not elsewhere classified
Library and information studies not elsewhere classified
User-generated content
Vividness and Richness of the content
Online communities
Video games industry
Steam
Information Systems
Library and Information Studies
Business and Management not elsewhere classified
Online Access:https://hdl.handle.net/2134/25080
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https://hdl.handle.net/2134/25080

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