Value co-creation: exploring the role and purpose of user generated content (ugc)
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Date
2015
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Research Journal of Social Science & Management.
Abstract
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.
Description
Keywords
Marketing, Value Co-Creation, User Generated Content, Service Dominant Logic of Marketing
Citation
Lone, A. N., & Rashid, Y. (2015). Value Co-Creation: Exploring the Role and Purpose of User Generated Content (UGC). Research Journal of Social Science & Management, 5(8), 104-111.(Yasir Rashid)