in: Reimagining Communication: Mediation, Michael Filimowicz, Veronika Tzankova, Editor, Routledge, London/New York , New York, pp.193-209, 2020
Consumer-generated content (CGC) – which is one of the most prominent reflections of the empowerment of consumers in the digital age – and its impact on the advertising industry, is the main focus of this chapter. CGC has been attracting the attention of both academicians and practitioners since its proliferation. Nevertheless, it is often addressed without adequately emphasizing its connection with the inclusive term user-generated content (UGC). Therefore, this chapter covers the subject from a broader perspective in order to better explain the dynamics behind the brand-related content creation by consumers and CGC’s transforming impact on the current state, and future of advertising.