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Introduction

In: User-Generated Content and its Impact on Branding

Author

Listed:
  • Severin Dennhardt

Abstract

The emergence and rise of social media have made user-generated content one of the driving forces of online experiences today. User-generated content (UGC, also called user-created content or user-generated media), for example in the form of user-reviews or blog-posts, is one of the most influential sources of online information today (Constantinides and Fountain 2008).

Suggested Citation

  • Severin Dennhardt, 2014. "Introduction," Springer Books, in: User-Generated Content and its Impact on Branding, chapter 1, pages 3-10, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02350-8_1
    DOI: 10.1007/978-3-658-02350-8_1
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