User-Generated Content as a Basis for Forming Brand Attitudes and an Effective Marketing Tool

Student: Bayukova Elena

Supervisor: Liubov Shantyreva

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This research is aimed at studying such a marketing tool as user content, namely, the factors that encourage users to create it. User-Generated-Content is one of the most current trends in brand promotion today. However, there is currently no comprehensive study that analyzes this tool from all sides of its existence and use. Based on the analysis of existing cases of UGC implementation by brands in their communication, an online survey, using Pearson correlation analysis to the obtained data, and focus groups, the author will try to find out the factors that influence the audience's motives to generate such content, as well as make recommendations for the most effective use of User - generetaed - conten when building online communication with a potential audience.

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