Brand-related activities on user-generated media. What stimulates people to consume, participate and produce on user-generated media (and thus Beautyandthe.com)

      Аннотация: Beautyandthe.com is an interactive beauty platform from 101 media strategies where women can share their knowledge about beauty products and inform each other online. Everyone can create a profile and write reviews! They can share their opinions and present their preferences, but it’s also possible to just read content online. And that’s where the problem lies: most visitors are just consuming, and not participating or producing. This is a problem for Beautyandthe.com, since this website needs reviews. In order to discover what can be done to increase the amount of reviews, there will be looked into what stimulates people to consume, participate and produce brand-related on user-generated content, and if lifestyle is a motive. Beautyandthe.com’s product database is full of brands people might want to, or might not want to be associated with, and there will be studied if the brands play a role in the decision-making process to consume, produce or participate. Beautyandthe.com also has a lifestyle blog as part of the website, which is why there will be looked into the lifestyle as motive to produce, participate or consume on brand-related user-generated content.

Ключевые слова: Brand, related activities, user-generated media