User-generated content as a marketing tool in online

User-generated content (UGC) is gaining immense importance worldwide due to information overload. However, it's not only internet users who rely on this type of information; UGC is also becoming increasingly important for companies to remain competitive in the future. How can UGC be successfully used as a marketing tool? Does it enhance customer loyalty in times of media diversity and information overload? What measures, efforts, and risks are associated with it? This book serves as a guide for companies, providing information on the marketing opportunities with UGC and the associated chances and risks. These are analyzed through real-world examples, resulting in interesting tips on successful marketing methods. Based on this, marketing strategies for companies are developed.