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User Generated Content in the Communication Strategy of Marketing Departments : Opportunities and Risks from a Business Perspective

User Generated Content in der Kommunikationsstrategie von Marketingabteilungen : Chancen und Risiken aus Unternehmensperspektive

  • This study explores the opportunities and risks associated with user-generated content (UGC) in the communication strategies of marketing departments from a business perspective. With the rise of social media and online platforms, UGC has become a powerful tool for brands to engage with their audience, build trust, and enhance brand awareness. However, implementing UGC also comes with inherent risks, including the loss of control over brand messaging, potential negative user-generated content, and legal implications. To investigate these dynamics, an empirical mixed-methods approach was employed, including expert interviews and a comprehensive literature review. The findings indicate that UGC offers significant opportunities for marketing departments, such as increased customer loyalty, enhanced authenticity, brand awareness, as well as a diverse set of possible content. However, the study also reveals the potential risks associated with UGC, highlighting the importance of managing these risks effectively.

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Author:Faith Blangger
Advisor:Sebastian Scharf, Melissa Sandmeir
Document Type:Bachelor Thesis
Year of Completion:2023
Granting Institution:Hochschule Mittweida
Release Date:2023/11/30
GND Keyword:User Generated Content; Kommunikationsstrategie
Page Number:99
Institutes:06 Medien
DDC classes:658.802 Kommunikationsstrategie, Marktsegmentierung, Marketing-Mix, Guerilla Marketing, Soziomarketing, Kommunikationspolitik
Open Access:Frei zugänglich
Licence (German):License LogoUrheberrechtlich geschützt