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Launching platforms for user-generated content
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Autores
Orientador(es)
Resumo(s)
This paper intends to discuss and absorb the Best Practices employed by successful User-
Generated Content (UGC)1 platforms and constitute a guide on how to launch a platform
without having a cyclical lack of content and users. Research shows that companies have
resorted to integration with mature UGC platforms, and providing content by themselves, in
an initial state. I conclude that integration possibilities should be explored when promoting
a product to a broad market; providing initial content is more suitable for companies
exploring niche markets; evaluate the pros and cons of two opposite launching strategies;
and make marketing recommendations to follow during the launch of UGC platforms to
fulfill potential market needs, while responding to business expansion opportunities.
Descrição
Field lab: Entrepreneurial and innovative ventures
Palavras-chave
User-generated content UGC platform Launch User base.