user-generated content

This article studies the digital content of media organisations in the online environment, applying a combination of theoretical and empirical methods. The study analyses the definitions and classifications of content, digital content, and media content, with particular attention to user-generated content (UGC). The authors conducted the information and analytical monitoring of TSN, BBC, Lux FM, and Radio Zet to evaluate and compare their respective content distribution, thematic focus, and the use of teaser headlines.

Growing popularity of social services and mobile internet influenced information exchange – people have a possibility of sharing content in a real time with unlimited number of internet users. It has its consequences for marketing communication. The consumers share their opinions concerning products, brands and services, upload information about novelties, spread pictures and movies within short time. The theoretical aspects of user-generated content and examples of its positive and negative influence on marketing communication will be disсribed in this article.