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Keywords: User-generated content
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Journal Articles
Journal of Product & Brand Management (2026) 35 (4): 630–647.
Published: 23 January 2026
... Advertising Computer-mediated communication Brand communication Digital marketing eWOM Gender studies User-generated content The creator economy now exceeds 207 million content creators and is projected to reach $528.4bn by 2030 (Enberg, 2025). As brands increasingly personalize consumer...
Includes: Supplementary data
Journal Articles
Journal of Product & Brand Management (2022) 31 (1): 163–174.
Published: 28 May 2021
...Nebojsa S. Davcik; Daniela Langaro; Colin Jevons; Rita Nascimento Purpose This study aims to investigate whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC...
Journal Articles
Journal of Product & Brand Management (2020) 29 (5): 533–545.
Published: 22 October 2019
... rights only Facebook Brand engagement Brand communication Social media User-generated content Content marketing Media richness Call-to-action Engagement Brands are actively using social media to get their messages out to consumers. Social media offered the promise of direct access...
Journal Articles
Journal of Product & Brand Management (2020) 29 (3): 355–368.
Published: 24 September 2019
... recognition. © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Fashion marketing Brand communication Trust Social media Luxury branding Instagram Brand recognition Brand trust User-generated content H2. Consumers’ vanity...
