About authenticity in consumer-generated content

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Reference no: EM132273228

Re-read the following text about authenticity in consumer-generated content (CGC):

Users are not paid to create the content, which increases its authenticity. Consumers, rather than the brand itself, act as promoters. According to Cohn & Wolfe, 63 percent of users said they would buy products from a brand that is authentic. For example, ASOS created a #AsSeenOnMe campaign, which encouraged customers to post photos of themselves, wearing ASOS products. ASOS also featured these photos on its Instagram feed.

Is the use of CGC a useful tool that benefits both the organization and the consumers creating the content? Or is it a way to exploit consumers by getting “free advertising” from them?

Reference no: EM132273228

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