Managing online user generated brand risk: an exploratory case study of selected South African cellular service provider brands
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Date
2014
Authors
Verwey, Sonja
Muir, Clarissa
Journal Title
Journal ISSN
Volume Title
Publisher
Department of Communication Science, University of the Free State
Abstract
The development of web-based technology has resulted in changing communication
models which allows for a shift in the power of voice away from the brand to that of
its stakeholders. Consumers have increasingly become creators and disseminators
of branded content. This is known as user-generated content (UGC). While
collaborative networking can assist in building a brand’s reputation, expressive
networking can destroy it just as easily. Thus, brand managers are faced with
numerous challenges since they no longer retain control over the brand and the
conversations affecting it. However, brand managers are ill-prepared for this
because it is not clear what brand management looks like when goals of share
growth and dominance are replaced by concerns for brand protection, and brand
strategies are aimed at brand defence instead of promotion. This exploratory
qualitative study utilised a grounded theory approach to determine how brand
managers of selected South African cellular service provider brands respond to
the online brand reputation risks posed by UGC. Preliminary findings indicate
that brand managers need to ensure that online reputation management of UGC
forms part of the integrated digital communication strategy of the brand. In
addition, UGC should be managed pro-actively as a strategic business tool with
the emphasis on generating income and building the brand, and not only as an
operational communication tool. A number of management recommendations are
made, and possibilities for further research identified.
Description
Keywords
User-generated content, Brand management, Online brand risks, Integrated digital communication strategy, Online brand reputation
Citation
Verwey, S., & Muir, C. (2014). Managing online user generated brand risk: an exploratory case study of selected South African cellular service provider brands. Communitas, 19,136-155.