*Research Scholar, Dayananda Sagar University, Bangalore, Karnataka, India, kargal.rahul@gmail.com
**Professor, Ph.D, Dayananda Sagar University, Bangalore, Karnataka, India, drsuresh-socm@dsu.edu.in
Online Published on 26 August, 2022.
Social media-enabled digital marketing has redefined the marketing and branding functions. As marketers seek alternate outreach avenues, User-Generated Content (UGC) is fast emerging as a potent marketing tool in the Indian landscape. This review documents how the User-Generated Content (UGC) facet of marketing is changing the branding and marketing strategy by driving exponential customer engagement, which is becoming impossible to ignore, even during the COVID-19 pandemic. This review of literature observes the said trends via identification of use-cases that reflect the application of UGC during the COVID-19 induced 2020 lockdown in India. These use- cases highlight UGC’s massive impact potential as a marketing strategy. This review reveals the disruptive potential that the concept of UGC possesses in the Indian market space for marketers to leverage while seeking to enhance their campaigns amidst and beyond the COVID-19 crisis.
Content Marketing, Digital Marketing, Marketing Campaigns, Marketing Metrics, Marketing Strategies Social Listening, Social Media Marketing, User-Generated Content
