ANALYSIS OF THE ECONOMIC VALUE OF USER-GENERATED CONTENT (UGC) & MARKETER GENERATED CONTENT (MGC) ON SOCIAL MEDIA
Keywords:
user generated content, marketer generated content, social mediaAbstract
This study examines the economic value of User Generated Content (UGC) and Marketer Generated Content (MGC) on social media. UGC includes content such as text, posts, images, videos, and reviews created by individuals, while MGC refers to content created by brands to promote their products. Both content types have significant impacts on consumer behavior. The results indicate that UGC fosters greater consumer trust and engagement, whereas MGC enables brands to control their messaging. It is recommended that businesses leverage both UGC and MGC strategies to build trust and enhance marketing effectiveness.
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