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User-generated Content: Strategien und Einsatz in der Marketingkommunikation

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  • Schell, Jawin

Abstract

Gegenstand dieser Arbeit wird die Frage sein, inwiefern es sich bei User-generated Content um eine sinnvolle Ergänzung für die Kommunikationspolitik von Marken handelt. Zudem soll umrissen werden, auf welche Art und Weise er sich bestmöglich in der Marketingkommunikation einsetzen lässt. Ein besonderes Augenmerk wird dabei der UGC-Kommunikation gewidmet werden, die Unternehmen auf ihren markeneigenen Kanälen betreiben. Da es sich hierbei um ein noch relativ junges, spezifisches und im wissenschaftlichen Diskurs nur wenig untersuchtes Themengebiet handelt, sollen strategische Hintergründe und Zielsetzungen beleuchtet werden, die Unternehmen und Marken dazu bewegen, User-generated Content zu fördern und auf eigenen Kanälen auszuspielen.

Suggested Citation

  • Schell, Jawin, 2022. "User-generated Content: Strategien und Einsatz in der Marketingkommunikation," Working Papers for Marketing & Management 62, Offenburg University, Department of Media and Information.
    • Handle: RePEc:zbw:ouwpmm:62
    DOI: 10.48584/opus-5329
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    Keywords

    Marketingkommunikation; Medienwandel; Consumers-as-Creators; Social Media Marketing;
    All these keywords.

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