STORRE
STORRE: Stirling Online Research Repository
http://hdl.handle.net/1893/27835| Appears in Collections: | Marketing and Retail Journal Articles |
| Peer Review Status: | Refereed |
| Title: | User-Generated Brands and Social Media: Couchsurfing and Airbnb |
| Author(s): | Yannopoulou, Natalia Moufahim, Mona Bian, Xuemei |
| Contact Email: | mona.moufahim@stir.ac.uk |
| Keywords: | user generated brands user generated content social media discourse analysis |
| Issue Date: | 31-Mar-2013 |
| Date Deposited: | 7-Sep-2018 |
| Citation: | Yannopoulou N, Moufahim M & Bian X (2013) User-Generated Brands and Social Media: Couchsurfing and Airbnb. Contemporary Management Research, 9 (1), pp. 85-90. https://doi.org/10.7903/cmr.11116 |
| Abstract: | The aim of this paper is to examine the brand identity construction of user-generated brands (UGBs), using discursive and visual analysis of UGBs’ social media material in an attempt to contribute to a better understanding of this relatively new branding phenomenon. We specifically focused on two such brands: Airbnb and Couchsurfing. Our main findings reveal the emerged themes: the access to the private sphere, the human dimension and meaningful inter-personal discourses, and authenticity. The value of our research lies in identifying the specificities of the identity construction and visual representation of UGBs. Lastly, we offer practical suggestions and ideas for future research. |
| DOI Link: | 10.7903/cmr.11116 |
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| Licence URL(s): | http://www.rioxx.net/licenses/under-embargo-all-rights-reserved |
| File | Description | Size | Format | |
|---|---|---|---|---|
| Yannopoulou et al 2013.pdf | Fulltext - Published Version | 27.49 kB | Adobe PDF | Under Permanent Embargo Request a copy |
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