User-Generated Content and Perceived Customer Value-Reference-Cited by-同舟云学术

User-Generated Content and Perceived Customer Value

Published:2016 Issue: Volume: Page:50-63
ISSN:2327-5502
Container-title:Advances in Marketing, Customer Relationship Management, and E-Services
language:
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Author:

Ozuem Wilson¹,Pinho Celia Almeida²,Azemi Yllka³

Affiliation:

1. University of Gloucestershire, UK

2. University of West London, UK

3. Indiana University Northwest, USA

Abstract

The Internet has transformed social communications and social behaviours. Technology-aided interpersonal interactions have replaced traditional ‘face-to-face' affiliations. The purpose of this chapter is to examine the effect of user-generated content on perceived customer value. In contrast to prior study mainly investigates the effect of two main areas, namely, customer and company, this study additionally widens the scope and influence of user-generated content on consumer-to-consumer communications. Our findings suggest that user-generated content mediates on consumer decision-making process, providing higher-order credibility beyond the conventional marketing communication programmes.

Publisher

IGI Global

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