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Keywords: User-generated content
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Journal Articles
What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon
Available to Purchase
International Journal of Wine Business Research (2022) 34 (3): 329–348.
Published: 08 November 2021
... the literature related to viral marketing, as well as SMIs and user generated content (UGC) to introduce and explicate the concept of rogue marketing. Then, rogue marketing is juxtaposed with influencer marketing to further draw out the differences. Additionally, a quantitative analysis was completed...
Journal Articles
Wine attractions at hotels: study of online reviews
Available to Purchase
International Journal of Wine Business Research (2019) 31 (1): 89–108.
Published: 14 March 2019
..., is referred to as user-generated content (Daugherty et al., 2008). Posting a personal preference or a positive or negative consumption experience may have a ripple effect on a wider audience. Studies have indicated that e-word of mouth (eWOM) can be more effective than traditional WOM in reaching...
