Directed Consumer-Generated Content (DCGC) for Social Media Marketing: Analyzing Performance Metrics from a Field Experiment in the Publishing Industry

Directed Consumer-Generated Content (DCGC) for Social Media Marketing: Analyzing Performance Metrics from a Field Experiment in the Publishing Industry

This study examines the efficacy of a novel form of consumer-generated content (CGC) digital advertising, termed “directed” consumer-generated content (DCGC), in comparison to traditional brand-created social media advertisements. The analysis focuses on performance metrics and return on ad spend (R...

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Bibliographic Details
Main Authors: Eleni Ntousi, Chris Lazaris, Pavlina Katiaj, Anastasios Koukopoulos
Format: Article
Language:English
Published: MDPI AG 2025-02-01
Series:Systems
Subjects:
user-generated content
consumer-generated content
social media
digital marketing
performance metrics
meta
Online Access:https://www.mdpi.com/2079-8954/13/2/124
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