How to handle a negative UGC epidemic? : The impact of negative user generated content (UGC) toward brand image when it becomes viral and how company could respond

With current social media environment, where there is an increase in consumer empowerment through engagement and interconnectivity among consumers on the internet. User generated content (UGC) becomes a tool for consumers to express their idea, attitude, and perception toward brand. With similar characteristics to traditional word of mouth (WOM), but with greater reach and access range by consumers, UGC could create much larger damage to brand reputation. Develop from previous research, author suggests two possible strategies to handle with negative UGC; despondence and partnership. The main keys of both strategies are to develop trust with consumers and to encourage them to create positive UGC, in order to sooth down the negative one. 

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The Downsides of User-Generated Content

Do you think it is time to scrap that advertising budget and reduce your creative design in order to save costs by asking the users and consumers to do it? Do you want to join the ranks of the many successful companies asking for consumer generated content? It might seem like a good idea and there are a lot of positive effects of user-generated content such as tapping into the creative pool of your consumers and engaging them with your brand. However, before you start asking consumers to submit their ideas and thoughts about your brand (as many brands seem to be doing today), you should also remember that there are potential challenges to user-generated content that a company can should be prepared for

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Source Credibility on TripAdvisor - Whom can we trust?

Finally, it´s getting closer, my weekend trip where I´m just going to spoil myself. I´m going to stay at a nice hotel, eat a lot of nice food and just enjoy life. I can´t wait! And to get the most out from the weekend I have off course been doing my research on TripAdvisor where UGC and eWOM has guided me. I´ve booked the hotel with the highest ranking, reserved a table at the best reviewed restaurant, and decided on which shopping area to visit based on recommendations. I will have the best vacation ever! 

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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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Users’ 5 Needs When Seeking eWOM in Online Travel Communities Part 2

With its online travel communities Flying Blue Club Africa and Flying Blue Club China, the Dutch airline KLM offers its business travelers a digital meeting place to connect and network with fellow travelers. On the platform #1 social needs are addressed as customers can share experiences, either travel- or business-related, maintain valuable contacts as well as learn from others’ insights into the Chinese/African business world. The stimulated knowledge exchange fosters the required reciprocity and social ties. By starting discussions, the airline attempts to promote communication and the integration of members. This form of active moderation needs to be considered critically, though as users might feel disrupted in their freedom of posting travel experiences or opinions and thus, possibly perceive the brand community as an implicit advertising tool. The airline places strong emphasis on stimulating #2 intellectual needs. KLM considers its online travel communities as rich sources of expertise which allow the exchange of invaluable experiences and knowledge (KLM, 2015). Several steps are taken to ensure high-quality: the continuous monitoring of user-generated content as well as the airline’s effort to thoroughly check travelers’ subscription first in order to keep the brand communities’ nature of exclusivity and expertise.

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Users’ 5 Needs When Seeking eWOM in Online Travel Communities Part 1

Times are gone when travel experiences only started at the chosen destination. In times of online travel communities like-minded users can already build relationships, share travel experiences, information and tips during their planning process. The Web has turned into a ‘travel square’ (Wang et al., 2002) that allows the stimulation of interaction and exchange, also known as electronic word of mouth (eWOM), to happen on a common platform. Speaking of those, travelers can choose from numerous opportunities such as social networking sites, fan sites, travel forums and blogs or brand-based sites. Focusing on user-generated content in online travel communities, special emphasis is placed on the latter, namely brand communities in the tourism sector. This form of firm-consumer-consumer interaction represents a renewed version of traditionally applied firm-customer engagement methods.

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User-generated brand storytelling: pushing brand’s reputation towards the edge of the cliff

A powerful online community of arbiters, commentators and critics uses social media platforms as a setting to share and spread user-generated brand stories of disappointment and frustration, thus putting the brand’s reputation at risk.

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