Value Creation Through Digital Content: User Co-creation Value
Denitsa Dineva · 2023
This chapter focuses on the fundamental principles of value co-creation and discusses the essential steps that organisations should take in order to stimulate the creation of positive user-generated content outputs. Furthermore, the chapter talks about the most effective forms of digital content co-creation and offers a detailed step-by-step guide to UGC marketing campaign planning. Some practical considerations for user co-created content are also addressed in the chapter. The chapter concludes with a case study from McDonalds which showcases how relevant and creative UGC campaigns can generate positive engagement, boost brand love, as well as improve brand&s;s sentiment.