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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
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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.
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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