Fader, Peter S.; Winer, Russell S. - In: Marketing Science 31 (2012) 3, pp. 369-371
The growth of the "social" Web has resulted in the enormous growth of what is referred to as user-generated content, or UGC. UGC takes the form of product reviews, descriptions of product usage, "homemade advertising," blogs, and other consumer-initiated contributions. Following a research...