eWOM messages the quality and strength of the argument.
Published in Chapter:
Dynamics of User-Generated Content in Industry 4.0
Anshu Rani (REVA University, India), Ruchika Sharma (REVA University, India), Pavithra S. (Dayananda Sagar University, India), and Raghvendra Kumar Singh (Entrepreneurship Development Institute of India, Ahmedabad, India)
Copyright: © 2023
|Pages: 19
DOI: 10.4018/978-1-7998-9220-5.ch064
Abstract
User-generated content (UGC) has grown in popularity in recent times. The researchers have examined the significance of UGC on consumer behaviour in the era of Industry 4.0. Therefore, measuring UGC in eWOM communication will allow stakeholders to evaluate their effectiveness on the internet and amplify the digital process needed to perform modern marketing. A comprehensive literature review has been conducted to piece together the disparate pieces of knowledge to comprehend the entire conceptual framework of UGC. Several research papers have been classified into seven categories, each of which could elaborate on the concepts of UGC, eWOM, UGC/eWOM effect, factors of source credibility, factors of content credibility, receiver's behaviour, and platform credibility in order to conceptualize the concept under consideration. The goal is to connect ideas available in the literature and offer a comprehensive picture of UGC by focusing on the future research perspective. UGC and eWOM will let firms strategize their resources and effort.