User-Generated Brands and Social Media: Couchsurfing and Airbnb

Yannopoulou, Natalia, Moufahim, Mona and Bian, Xuemei (2013) User-Generated Brands and Social Media: Couchsurfing and Airbnb. Contemporary Management Research, 9 (1). pp. 85-90. ISSN 1813-5498

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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.

Item Type: Article
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Ay Okpokam
Date Deposited: 06 Dec 2017 11:25
Last Modified: 19 Nov 2019 09:04

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