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Tuesday , 20 -July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark

User Generated Content Krishnamurthy, S. and W. Dou (2008). "Note From Special Issue Editors: Advertising with User-Generated Content: A Framework and Research Agenda." Journal of Interactive Advertising 8(2 ). Tuesday , 20 -July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark

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Tuesday , 20 -July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark

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  1. User Generated Content • Krishnamurthy, S. and W. Dou (2008). "Note From Special Issue Editors: Advertising with User-Generated Content: A Framework and Research Agenda." Journal of Interactive Advertising 8(2). Tuesday, 20-July-2010 Kilen 2.75, CBS, Frederiksberg, Denmark DØK HU2D - Internet Marketing: Lecture 22 Course Webpage: http://www.itu.dk/people/rkva/2010-Summer-IM/ Facebook Group: http://www.facebook.com/group.php?gid=133258548012 Etherpad: http://ietherpad.com/d5mBZdMDe6

  2. User Generated Content “User-generated content (UGC), also known as consumer-generated media (CGM)or user-created content (UCC),refers to various kinds of media content, publicly available, that are produced by end-users” (Wikipedia).

  3. Three Criteria Publication requirement Creative effort Creation outside of professional routines and practises

  4. Typology

  5. Stakeholders in the UGC Advertising Environment Advertisers Media Platform Owners Users Advertisers can: Create content ads in parallel (competitive) Empower users to create ads (cooperative)

  6. Advertiser's Acceptance of UGC Advertising Level of trust Level of risk tolerance Level of experience

  7. Attitudes toward Social Networking Sites Internet self-efficacy Need to belong Need for cognition Collective self-esteem

  8. Consumer Motivations for UGC ego-defensive and social components of attitude

  9. eWOM (WOL) vs. UGC “Whereas eWOM frequently pertains to product recommendations, UGC generally focuses on pure entertainment-especially when it comes to video components.”

  10. Discussion Exercise 17: OECD Report

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