The successful use of consumer-generated advertising in content marketing Revealing the secret formula of GoPro

“People remember 20% of what they hear, 30% of what they see and 70% of what they see and hear” (Knight, 2013). When it is the case of reaching the next stage of content marketing, video is the buzzword of user-generated advertising (Trimble, 2014). With the emergence of free video-hosting platforms such as YouTube, individual consumers can create content about the companies and brands they love, dislike, or just want to comment on (Campbell et al. 2011). As a consequence advertising cannot be fully controlled by marketers resulting in a shift in power from the marketer to the consumer (Labrecquea, 2013).

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