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The Marketing Value of User-Generated Content in the Mobile Industry

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Proceedings of the 7th International Conference on Economic Management and Green Development (ICEMGD 2023)

Part of the book series: Applied Economics and Policy Studies ((AEPS))

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Abstract

With smartphones’ popularity and the mobile Internet's rapid development, User Generated Content (UGC) has become a popular marketing tool. UGC refers to the content ordinary consumers actively create and share, such as user comments, order displays, short videos, pictures, etc. The emergence of UGC breaks the boundary between enterprises and consumers in traditional marketing, making consumers the participants and promoters of brand marketing. UGC increasingly affects customers’ choices. For example, many potential customers may buy digital products according to the posts about evaluating specific products online. This study adopts a combination of quantitative and qualitative research methods. Using the Questionnaire survey and Text sentiment analysis methods, the study analyzes the marketing value of UGC for four smartphone brands: Apple, Huawei, Xiaomi, and Samsung. The study discovered the advantages and limitations of UGC's dissemination effects.

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Author information

Authors and Affiliations

  1. School of International Studies, Hangzhou Normal University, Hangzhou, China

    Le Han

  2. Faculty of Humanities and Arts, Macau University of Science and Technology, Macau, China

    Zhuoer Wei

  3. Department of Media and Communication, Xi’an Jiaotong-Liverpool University, Suzhou, China

    Shuyan Zhang

Authors
  1. Le Han
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  2. Zhuoer Wei
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  3. Shuyan Zhang
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Corresponding author

Correspondence to Zhuoer Wei .

Editor information

Editors and Affiliations

  1. Department of Postal Management, Beijing University of Posts and Telecommunications, Beijing, China

    Xiaolong Li

  2. School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing, China

    Chunhui Yuan

  3. Supply Chain Management, University of Arkansas, Fayetteville, NC, USA

    John Kent

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© 2024 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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Han, L., Wei, Z., Zhang, S. (2024). The Marketing Value of User-Generated Content in the Mobile Industry. In: Li, X., Yuan, C., Kent, J. (eds) Proceedings of the 7th International Conference on Economic Management and Green Development. ICEMGD 2023. Applied Economics and Policy Studies. Springer, Singapore. https://doi.org/10.1007/978-981-97-0523-8_107

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  • DOI: https://doi.org/10.1007/978-981-97-0523-8_107

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-97-0522-1

  • Online ISBN: 978-981-97-0523-8

  • eBook Packages: Economics and FinanceEconomics and Finance (R0)

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