Department of Marketing

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Value co-creation: exploring the role and purpose of user generated content (ugc)
(Research Journal of Social Science & Management., 2015) Yasir Rashid
This paper aims to explore the role and purpose of User Generated Content (UGC)in a value cocreation project. Value co-creation has gained a significant amount of attention among marketing and Information Systems (IS) researchers in recent times. Academic researchers are putting efforts in theorizing and identifying the processes of value co-creation in different contexts. To date, while efforts are made to explore and theorize value co-creation and UGC separately, no significant research exists that attempts to consider both concepts in an integrated environment. This paper discusses value co-creation and UGC in an online environment. UGC is a common and important tool used by online consumers. A conceptual framework consisting of 4 To’s is presented after a comprehensive review of literature on Service Dominant Logic of Marketing (SDL), Value Co-Creation and UGC. UGC is used by online communities with the purpose to profit, engage, inform and obtain. Cases of Wikipedia and Lets Play Now- YouTube are used for the discussion of the framework. Based on the review, this paper provides directions for future research.