Rajamma, Rajasree K.; Paswan, Audhesh; Spears, Nancy - In: Journal of Consumer Marketing 37 (2019) 2, pp. 125-138
Purpose: User-generated content (UGC), e.g. YouTube videos on social media, is all around us. These UGCs are primarily demonstrational and/or informational in their execution format. However, viewers could easily misclassify the UGCs and that may be detrimental to the focal product in the UGC....
