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2023 | OriginalPaper | Chapter

7. User-Generated-Content vs. Brand-Generated-Content in Influencer Marketing

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Abstract

Consumers are progressively using social media networks to gain information regarding products. Word-of-mouth communication (WOM) in the online context becomes electronic word-of-mouth (eWOM). eWOM is no longer subject to geographical constraints and can extend to encompass a larger audience. As a result, brands are investing additional marketing resources into social media advertising strategies, as they offer an opportunity to reach a vast audience.

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Footnotes
1
Cf. SINNIG (2019), p. 29.
 
2
Cf. BURMANN ET AL. (2018), pp. 253 et seqq.; MEFFERT ET AL. (2015), p. 132; SÁNCHEZ-FERNÁNDEZ/JIMÉNEZ-CASTILLO (2021), p. 1137.
 
3
WOM constitutes an informal mode of interpersonal communication by means of which, consumers directly share information regarding brands, products or services. Cf. FINK (2020), p. 5; DIERKS (2015), p. 5; HENNIG-THURAU ET AL. (2004), p. 39; JACOBS (2009) pp. 19 et seq.; HIDDESSEN (2020), p. 5; ALLARD, ET. AL., (2020), pp. 1 et seqq.; CHEN/YUAN (2020), p. 7.
 
4
Cf. NEE (2016), p. 2; FINK (2020), pp. 5 et. seq.
 
5
Cf. BAETZGEN/TROPP (2015), p. 137.
 
6
Cf. BOERMAN ET AL. (2015), pp. 196 et seq.; MEFFERT ET AL. (2019), p. 653.
 
7
Cf. STUBB ET AL. (2019_A), p. 94.
 
8
According to HENNING-THURAU ET AL. (2004), eWOM is defined as any negative or positive statement made by possible, genuine, or prior customers about a product, brand or company, which is made public to a large readership via the Internet. Cf. HENNING-THURAU ET AL. (2004), p. 39; FINK (2020), p. 5; FILIERI (2015), pp. 1261 et seqq.; BAHTAR/MUDA (2016), p. 338; DJAFAROVA/TROFIMENKO (2019), p. 1434.
 
9
Cf. CAMPBELL/MARKS (2015), pp. 599 et seqq.; BOERMAN (2020), p. 199.
 
10
Cf. DWIVEDI ET AL. (2020), p. 1; FILIERI/MCLEAY (2014), pp. 48 et seqq.; DJAFAROVA/TROFIMENKO (2019), p. 1437; ISMAGILOVA ET AL. (2020 A); ISMAGILOVA ET AL. (2020b).
 
11
Cf. EVANS ET AL. (2017), p. 138; KOWALCZYK/POUNDERS (2016), p. 4; BAHTAR/MUDA (2016), p. 338; CHU/KIM (2011), pp. 47 et seqq.; TIAGO ET AL. (2016), p. 175.
 
12
Cf. EVANS ET AL. (2017), p. 138; SCOTT (2015), pp. 405 et seqq.; BAHTAR/MUDA (2016), p. 338.
 
13
Cf. DWIVEDI ET AL. (2020), p. 2; ISMAGILOVA ET AL. (2020b).
 
14
Cf. KAPLAN/HAENLEIN (2010), p. 61; FINK (2020), p. 5; CHIA (2012), pp. 423 et seqq.
 
15
Cf. BURMANN ET AL. (2018), p. 252.
 
16
Cf. CHIA (2012), pp. 423 et seq.
 
17
Cf. ARNHOLD (2010), pp. 31 et seqq.; MEFFERT ET AL. (2019), p. 720; EILERS (2014), p. 47; HIDDESSEN (2019), pp. 23 et seq.; FINK (2020), p. 5.
 
18
Cf. EILERS (2014), p. 46; BURMANN ET AL. (2018), p. 251; HIDDESSEN (2019), p. 23.
 
19
Cf. BURMANN ET AL. (2018), pp. 252 et seq.
 
20
Cf. BURMANN ET AL. (2018), p. 253.
 
21
LU ET AL. (2014), p. 259; Cf. LEE ET AL. (2008), pp. 342 et seqq.
 
22
Cf. LU ET AL. (2014), p. 259; FINK (2020), p. 7.
 
23
Cf. FINK (2020) p. 7.
 
24
Cf. ZHU/TAN (2007), p. 2.
 
25
Cf. ZHU/TAN (2007), p. 2; ABDULLAHI (2020), p. 11.
 
26
Cf. CREATORLY (2021).
 
27
Cf. SINGH (2021).
 
28
Cf. LIVESAY (2022).
 
29
Cf. SHIFFER (2019).
 
30
Cf. INSTAGRAM (2022a); SINGH (2021).
 
31
Cf. LIVESAY (2022).
 
32
Cf. INSTAGRAM (2022b); MASHABLE (2022).
 
Metadata
Title
User-Generated-Content vs. Brand-Generated-Content in Influencer Marketing
Author
Corina Oprea
Copyright Year
2023
DOI
https://doi.org/10.1007/978-3-658-41364-4_7

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