Association of Marketing Theory and Practice Proceedings 2018
 

Document Type

Conference Proceeding

Publication Date

2018

Abstract

The impact of User Generated Content (UGC) on higher-education marketing is an entirely untouched area of marketing research, therefore the current study aims to better understand how widely disseminated this content is among students, how they perceive this content and its impact upon their university, as well as what kinds of students are drawn to participate in and consume this content. A sample of 238 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, the reasons for their interest in this content, and the ways in which it may effect their perception of the institution.

About the Authors

Ms. Jordan Salvador, Honors Student, Department of Marketing at Georgia Southern University.

Dr. Lindsay R.L. Larson Ph.D., Yale University. Associate Professor of Marketing at Georgia Southern University.

Copyright Statement / License for Reuse

Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.

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