From User-Generated Content to User-Generated Branding: A Research Typology for Investigating the Power of Social Media in ‘Open-Source Branding’

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date



As growing numbers of social media users incorporate product and brand information into their personal online communications, some companies are finding their brand’s message is unwittingly slipping from under company control. This phenomenon is called open-source branding. Open-source branding is effected via all manner of user-generated content (UGC)—content that is created, organized, edited and reshaped by consumers. This paper offers a research typology of the many different forms of user-generated content and discusses its implications for companies desiring to participate more fully in the open-source branding process.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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