Prof. Gerard J. Tellis (University of Southern California)
Program
- Date: 16.05.2011
Time: 16:30 - 18:00
Location: Ludwigstraße 28, Front Building, Room 305
Does Chatter Really Matter? The Validity and Meaningfulness of User Generated Content (UGC)
UGC is growing rapidly and becoming a rich medium for understanding consumer behavior. It has the potential to revolutionize marketing research. This presentation will cover two topics/papers: 1) the validity of UGC as can be ascertained by its relationship to stock market performance; 2) the meaningfulness of UGC as can be ascertained by face validity of product dimensions and brand maps derived from UGC.