Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Managing user generated content in marketing campaigns: A qualitative research of key features for managing marketing campaigns based on user generated content
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesisAlternative title
Inside insights : A qualitative research of key features for managing marketing campaigns based on user generated content (English)
Abstract [en]

The modern media landscape presents an increasingly complex and dynamic assembly of traditional and interactive media proposing many new communicative opportunities for marketers. Contemporary marketing is implied to emphasize a paradigmatic shift from a company centric view into consumer centric view. As existing research emphasizes the understanding of interactions in online communities from the user’s perspective, there is yet a research gap concerning the contemporary relevance of managerial challenges related to user involvement in social media marketing.

 

The purpose of this thesis is to contribute to an enlightened managerial understanding of key components for managing marketing campaigns based on user-generated content (UGC).

 

The research approach was deductive; using a conceptual framework based on recognized literature on UGC, content marketing and contemporary users in social media. The paper identifies and compares key features of UGC management through case studies. Being a qualitative research, in-depth interviews were used to retrieve a profound understanding of managerial challenges and implications of facilitating UGC. Empirical data was collected from 10 marketing agencies working with UGC based marketing.

 

The research contributes to the research field by showing how agencies facilitate theoretical knowledge for UGC management. The study provides empirical, yet practical evidence of how many UGC campaigns are strategically developed, which could help simplify the relation between user flexibility and agency control. It could help managers to facilitate resources and engagement on determining what campaign features is most suitable for a specific campaign. 

Place, publisher, year, edition, pages
2014. , 77 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-35185OAI: oai:DiVA.org:lnu-35185DiVA: diva2:725358
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Supervisors
Examiners
Available from: 2014-06-17 Created: 2014-06-16 Last updated: 2014-06-17Bibliographically approved

Open Access in DiVA

fulltext(1074 kB)576 downloads
File information
File name FULLTEXT01.pdfFile size 1074 kBChecksum SHA-512
f309227bda263a969b3b66df305a8457e7d1a8c98b9a4ce92daa5139f251fe2862f909d595b59c59a77c160e08483a75a720b08112f46b9d2e84a71694511c63
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 576 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 555 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf