|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||User-Generated Brands and Social Media: Couchsurfing and Airbnb|
|Keywords:||user generated brands|
user generated content
|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.|
|Rights:||The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.|
|Yannopoulou et al 2013.pdf||Fulltext - Published Version||27.49 kB||Adobe PDF||Under Permanent Embargo Request a copy|
Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.
This item is protected by original copyright
Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.
If you believe that any material held in STORRE infringes copyright, please contact firstname.lastname@example.org providing details and we will remove the Work from public display in STORRE and investigate your claim.