The Web 2.0 philosophy has brought new ways of using the web as a content repository and a sharing platform. Non-computer skilled people can now publish their own text, images, videos and/or sounds and take part in communities created around topics they like. It has also brought an opportunity...

User generated content published via weblogs (also known as blogs) has gained importance in the last years, and the number of globally available weblogs increases. However, a large fraction of these show low publishing activity and are rarely read. This paper is a quantitative analysis of...

The breakneck pace of digital technologies has created a dramatic shift in marketing campaigns to engage users through unique and innovative experiences. Focusing on the same grounds, this study relates the market engagement with users’ loyalty (UL) for Facebook social media. Market engagement...

Purpose - Focusing the attention on firm-hosted online consumers communities, this paper will analyze the managerial challenges that companies have to face to leverage consumers’ creative talent involving them in innovative collaboration processes. Methodology approach - A detailed case...

Online communities provide a social sphere for people to share information and knowledge. While information sharing is becoming a ubiquitous online phenomenon, how to ensure information quality or induce quality content, however, remains a challenge due to the anonymity of commentators. This...

This paper documents what economists have learned about UGC and social media. A growing body of evidence suggests that UGC on platforms ranging from Yelp to Facebook has a large causal impact on economic and social outcomes ranging from restaurant decisions to voting behavior. These findings...

This research examines social media users' value-creation processes and the drivers of a start-up company's successful social media strategy. This research primarily aims to understand start-ups' effective utilization of social media and value co-creation processes. Although utilizing social...

The recent growth of consumer-generated media (CGM), also known as “new” media, has changed the nature of interaction between consumers and firms from unidirectional to bidirectional. However, CGM are almost always present alongside traditional media such as TV advertising. This research...