"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 ...

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 ...

A new study published in Computers in Human Behavior reveals how artificial intelligence is fundamentally reshaping social ...

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 ...

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

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 ...