Curtin University Homepage
  • Library
  • Help
    • Admin

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    Leveraging user-generated content: A visual case analysis of Contiki’s brand co-creation campaign

    Access Status
    Fulltext not available
    Authors
    Ouschan, Robyn
    Turkington, J.
    Napoli, Julie
    Date
    2019
    Type
    Book Chapter
    
    Metadata
    Show full item record
    Source Title
    Handbook of Research on Customer Engagement
    DOI
    10.4337/9781788114899.00023
    ISBN
    9781788114882
    Faculty
    Faculty of Business and Law
    School
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/90053
    Collection
    • Curtin Research Publications
    Abstract

    A new area of customer engagement research which centers on the co-creation of brand content and brand meaning has emerged. Several researchers have highlighted the need for a more bottom up rather than top down approach to brand management is amplified because customer communication on social media has weakened the firm’s grip on their brands. This chapter illustrates the importance of leveraging user-generated content (UGC) as customers prefer and trust UGC, and user generated branding (UGB) presents an efficient and effective way to engage and enhance relationships with customers. To gain insight on how user-generated content co-creates brand meaning, this chapter presents a visual case analysis of the successful Contiki’s hashtag campaign ‘#noregrets’. Contiki is a global travel tour company offering group coach trips for ‘youth travelers’ (18_35 year-olds). The ‘#noregrets’ campaign encouraged Contiki travelers to share their travel photographs, which, if selected, were then reposted to Contiki’s official Instagram account. In this study, these images are analyzed using Schroeder’s critical visual analysis framework and in so doing, we integrate knowledge from the brand meaning and customer engagement literature to develop a deeper understanding of customer co-creation. We show how visual images are used to co-create brand meaning rather than more commonly researched online brand community narratives.

    Related items

    Showing items related by title, author, creator and subject.

    • Leveraging user generated content: A visual case analysis of Contiki’s brand co-creation campaign
      Ouschan, Robyn ; Turkington, Jay; Napoli, Julie (2019)
      A new area of customer engagement research which centers on the co-creation of brand content and brand meaning has emerged. Several researchers have highlighted the need for a more bottom up rather than top down approach ...
    • Using gamification to create brand love in online retailing: Brand engagement and value co-creation perspective
      Malik, Garima; Sharma, Piyush ; Leung, Tak Yan (2023)
      Gamification has emerged as a popular approach to use a virtual platform in combination with social media and other emerging digital platforms to enhance brand engagement. We investigate the focal roles of co-creation and ...
    • Twitter mining for ontology-based domain discovery incorporating machine learning
      Abu-Salih, B.; Wongthongtham, Pornpit; Kit, C. (2018)
      © 2018, Emerald Publishing Limited. Purpose: This paper aims to obtain the domain of the textual content generated by users of online social network (OSN) platforms. Understanding a users’ domain (s) of interest is a ...
    Advanced search

    Browse

    Communities & CollectionsIssue DateAuthorTitleSubjectDocument TypeThis CollectionIssue DateAuthorTitleSubjectDocument Type

    My Account

    Admin

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Follow Curtin

    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158

    Copyright | Disclaimer | Privacy statement | Accessibility

    Curtin would like to pay respect to the Aboriginal and Torres Strait Islander members of our community by acknowledging the traditional owners of the land on which the Perth campus is located, the Whadjuk people of the Nyungar Nation; and on our Kalgoorlie campus, the Wongutha people of the North-Eastern Goldfields.