If we Build it will they Stay?: User Generated Content and Website Effectiveness

There has been increased interest in the dimensions and impact of User Generated Content (UGC). Research has most often focused on online ratings as the most prominent form of UGC in terms of evaluating its impact. Other forms of UGC have not been the focus of the consequences of UGC. This study examined a variety of forms of UGC to determine the relationship between the presence of UGC on a brand sponsored website and website effectiveness. The results indicate that the presence of UGC is positively related to key website effectiveness measures, to include page views, time on the site and bounce rate.

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