Value-Creation in Brand-Related User-Generated Content on Youtube

Andrew Smith, York University, Canada
Eileen Fischer, York University, Canada
Chen Yongjian, York University, Canada
Drawing on user-generated YouTube videos featuring two apparel brands, this research identifies distinct types of value-creating activities in content communities that are not brand communities. It develops an inventory of the potential value creating elements of these videos, and identifies the types of value other consumers derive from these contributions.
[ to cite ]:
Andrew Smith, Eileen Fischer, and Chen Yongjian (2011) ,"Value-Creation in Brand-Related User-Generated Content on Youtube", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 169-170.