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Keywords: User-generated content
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Journal Articles
Qualitative Market Research: An International Journal (2024) 27 (5): 866–891.
Published: 15 July 2024
...Wilson Ozuem; Michelle Willis; Silvia Ranfagni; Serena Rovai; Kerry Howell Purpose This study examined the links between user-generated content (UGC), dissatisfied customers and second-hand luxury fashion brands. A central premise of luxury fashion brands is the perceived status and privilege...
Journal Articles
Qualitative Market Research: An International Journal (2023) 26 (5): 600–631.
Published: 28 July 2023
...Wilson Ozuem; Michelle Willis; Silvia Ranfagni; Kerry Howell; Serena Rovai Purpose There is considerable interest in the value of user-generated content (UGC) and its antecedents. Despite its growing importance, existing studies have largely ignored the effects of UGC on customers’ responses...
Journal Articles
Qualitative Market Research: An International Journal (2022) 25 (2): 181–204.
Published: 13 January 2022
...Muhammad Naeem; Wilson Ozuem Purpose The study aims to look at the types of social media participants through user-generated content (UGC) and how this leads to brand engagement in a fashion retail context. In doing so, it explores the effects of social context of brand-related content on other...
