"Both FGC and UGC influence customer-based brand equity, but only firm-generated content's source credibility enhances brand equity; the credibility of UGC does not. Brand equity acts as a full ...

From the rise of virtual influencers to the convergence of short-form video and UGC, here are six predictions that will shape ...

In the quest to establish meaningful connections with customers, businesses are constantly on the lookout for innovative strategies. Among the numerous marketing tactics and tools, one stands out for ...

Study reveals user-generated content has no direct impact on brand engagement. Firm-generated content is key for building trust and loyalty.

Amid the rise of A.I.-generated content, authenticity—and the humans behind it—remain a brand’s most valuable asset. Unsplash+ But reducing the social media management role to content production ...

Brands worldwide are starting to favor user-generated content creation over influencer marketing and other kinds of social media services. As my agency evolves, we’ve started to farm out more content ...

What happens when the very platforms designed to connect us become overrun by machines? Imagine scrolling through your favorite social media feed, only to realize that the witty captions, stunning ...

For proof of the uncertainty facing marketers in 2025, look no further than the industry’s ping-ponging projections for ad spending. WPP Media (the former GroupM), which released its global midyear ad ...

Powerade is embracing a social-first strategy to support the launch of its limited-edition Xtra Sour line extension, according to information shared with Marketing Dive. The Coca-Cola brand is ...

OpenAI has announced plans to launch a new social media platform designed to tackle the challenges posed by the proliferation of AI-generated content and online bots. This initiative represents a ...

After the Trump administration captured Venezuelan leader Nicolás Maduro and his wife, Cilia Flores, images and videos that claimed to show the aftermath went viral on social media. "Venezuelans are ...