Exploring Consumer Motivations for Creating User-Generated Content

  title={Exploring Consumer Motivations for Creating User-Generated Content},
  author={Terry Daugherty and Matthew S. Eastin and Laura Frances Bright},
  journal={Journal of Interactive Advertising},
  pages={16 - 25}
ABSTRACT The advent of Web 2.0 technologies has enabled the efficient creation and distribution of user-generated content (UGC), resulting in vast changes in the online media landscape. For instance, the proliferation of UGC has made a strong impact on consumers, media suppliers, and marketing professionals while necessitating research in order to understand both the short and long-term implications of this media content. This exploratory study (n = 325) seeks to investigate consumer… 

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