Firm-generated, user-generated and machine generated content in the digital economy : analytics, prediction, recommendation, and impact minitrack

Klaas, Michael; Beurer-Züllig, Bettina

Publication type:	Conference other
Type of review:	Not specified
Title:	Firm-generated, user-generated and machine generated content in the digital economy : analytics, prediction, recommendation, and impact minitrack
Authors:	Klaas, Michael Beurer-Züllig, Bettina
et. al:	No
Conference details:	56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023
Issue Date:	Jan-2023
Language:	English
Subjects:	Digital economy; Purchase decision; Content making
Subject (DDC):	658.8: Marketing management
Abstract:	The minitrack “Content (FGC/UGC/MGC) in the Digital Economy” takes into account the communication shift from traditional one-way to two-way communication, with content being a means to engage and earn trust with consumers. Content can be created by companies (FGC/PGC), consumers (UGC/CGC) or by machines and artificial intelligence (MGC). Consumers consult content as a source of inspiration when making purchasing decisions. Source criteria, media format, valence as well as depth and breadth impact the helpfulness and credibility of content. From a business perspective UGC plays an important role in the customer journey, influencing purchasing decisions, raising brand awareness, brand loyalty as well as perceived quality. Moreover, UGC is a valuable data source informing companies about customer preferences and motivations. Analytics play an important role in the understanding of customer preferences and recommender systems help to suggest the right user/content combination.
URI:	https://digitalcollection.zhaw.ch/handle/11475/28502
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Klaas, M., & Beurer-Züllig, B. (2023, January). Firm-generated, user-generated and machine generated content in the digital economy : analytics, prediction, recommendation, and impact minitrack. 56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023.

Klaas, M. and Beurer-Züllig, B. (2023) ‘Firm-generated, user-generated and machine generated content in the digital economy : analytics, prediction, recommendation, and impact minitrack’, in 56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023.

M. Klaas and B. Beurer-Züllig, “Firm-generated, user-generated and machine generated content in the digital economy : analytics, prediction, recommendation, and impact minitrack,” in 56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023, Jan. 2023.

KLAAS, Michael und Bettina BEURER-ZÜLLIG, 2023. Firm-generated, user-generated and machine generated content in the digital economy : analytics, prediction, recommendation, and impact minitrack. In: 56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023. Conference presentation. Januar 2023

Klaas, Michael, and Bettina Beurer-Züllig. 2023. “Firm-Generated, User-Generated and Machine Generated Content in the Digital Economy : Analytics, Prediction, Recommendation, and Impact Minitrack.” Conference presentation. In 56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023.

Klaas, Michael, and Bettina Beurer-Züllig. “Firm-Generated, User-Generated and Machine Generated Content in the Digital Economy : Analytics, Prediction, Recommendation, and Impact Minitrack.” 56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023, 2023.