User-generated content, brands and value co-creation - Students critically evaluate how user-generated content contributes to value co-creation and co-destruction, as well as suggest ways of countering co-destruction.

Abstract

Social media has empowered everyday consumers, granting them a wide variety of platforms to share their brand experiences. This user-generated content (UGC) represents a double-edged sword for brands. On one hand, it can build authentic connections, credibility and innovation. However, left unchecked, it also threatens brand reputations and relationships. This review explores the complex dynamic between User generated content, cocreation of value and co-destruction. By synthesizing 40 studies, the researcher has uncovered UGC’s multifaceted impacts. When governance policies respectfully harness real customer voices, UGC fuels value creation. However, neglect risks spirals of negativity and distrust. Key lessons emerge for brand building in this study which included fostering participatory experiences, customers care that is active and highly responsive, balanced governance with openness, systemic improvements from critiques etc. Furthermore, future research recommendations are also presented in this paper.