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Directions of the User-Generated Content (UGC) Usage in Marketing Activities of the Company

Student: Ekaterina Laukhina

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

The present research describes potential applications of the user-generated content (reviews, brand related photo, video etc.) in company’s marketing activities. Nowadays with the development of social media communication between company and consumers is becoming more opened and interactive. Consumers are empowered by internet technologies and got opportunities to spread information, both positive and negative, influence brand reputation and question brand’s authority and trustworthiness. In such environment it is very important for companies to track user-generated content, analyze customers reviews and brand-related conversations, react to customers’ requests in order to strengthen brand and build relationship with target audience. The study of user-generated content management is based on the analysis of baby food market in Russia. Based on literature review, expert interviews and survey of target audience, the main directions and advantages of usage were identified, and important aspects of monitoring, creation stimulation and negative content management were discussed. Opportunities for UGC application in marketing, target audience analysis, new product development, PR, reputation management and customer service were defined. Professional significance relates to the practical recommendations for Similac brand on improvement of UGC management. Common recommendations about the principles of the UGC management can also be useful for other companies willing to implement it in their strategies.

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