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TRANSPORTING SERVICES TO THE CUSTOMER: EXPLORING USER-GENERATED CONTENT AND ENTREPREUNERSHIP

Abstract

Marketing education in the application of User-Generated Content (UGC) has become increasingly more important for the entrepreneur. UCG gives consumers the ability to engage with brands and develop virtual relationships. This can prove especially helpful to nascent brands facing a competitive landscape continually barraged with marketing messages. This study explores UGC as it pertains to the mobile business entrepreneur and the challenges entrepreneurs face in developing nascent brands. Data is used to assess the UCG influence on existing mobile businesses and consumer perceptions brand personalities. The findings confirm the importance of developing and maintaining active web presence and social media campaigns as important steps in establishing a brand. Guidelines are provided for organizations looking to develop marketing campaigns.

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