The benefits of user-generated content for small businesses
Mustonen, Noa (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121034559
https://urn.fi/URN:NBN:fi:amk-2024121034559
Tiivistelmä
This thesis explores the potential role of User-Generated Content (UGC) in small business marketing. With the rapid growth of digital platforms, small businesses increasingly engage with UGC to enhance brand awareness, create customer engagement, and build trust. The research aims to examine the impact of UGC on small businesses and provides practical insights into how small business owners can utilize this content in their marketing strategies.
The primary objective of the thesis was to understand how UGC influences customer perceptions, brand visibility, and purchasing decisions. The methodology employed was a thematic analysis of existing literature on UGC's role in small business marketing. The research process involved gathering relevant secondary data, reviewing case studies, and identifying key patterns related to consumer trust, peer influence, and community involvement.
The findings highlight the significant potential of UGC to shape consumer behavior, strengthen brand recognition, and create authentic brand experiences. A general guide and practical tips were developed to assist small business owners in incorporating UGC effectively into their marketing strategies. Recommendations include methods for sourcing UGC, supporting customer engagement, and leveraging content to positively influence brand perception.
In conclusion, the thesis reflects on the key outcomes of the research, offering insights into how small businesses can benefit from UGC. While the research indicates that UGC offers valuable marketing opportunities, future research could explore the challenges businesses face when implementing UGC strategies across different industries. The thesis provides a foundation for further study into the practical applications of UGC and its long-term effects on small business marketing.
The primary objective of the thesis was to understand how UGC influences customer perceptions, brand visibility, and purchasing decisions. The methodology employed was a thematic analysis of existing literature on UGC's role in small business marketing. The research process involved gathering relevant secondary data, reviewing case studies, and identifying key patterns related to consumer trust, peer influence, and community involvement.
The findings highlight the significant potential of UGC to shape consumer behavior, strengthen brand recognition, and create authentic brand experiences. A general guide and practical tips were developed to assist small business owners in incorporating UGC effectively into their marketing strategies. Recommendations include methods for sourcing UGC, supporting customer engagement, and leveraging content to positively influence brand perception.
In conclusion, the thesis reflects on the key outcomes of the research, offering insights into how small businesses can benefit from UGC. While the research indicates that UGC offers valuable marketing opportunities, future research could explore the challenges businesses face when implementing UGC strategies across different industries. The thesis provides a foundation for further study into the practical applications of UGC and its long-term effects on small business marketing.