User-Generated Brands and Social Media: Couchsurfing and Airbnb

Citation

Yannopoulou N, Moufahim M & Bian X (2013) User-Generated Brands and Social Media: Couchsurfing and Airbnb. Contemporary Management Research, 9 (1), pp. 85-90. https://doi.org/10.7903/cmr.11116

Abstract
The aim of this paper is to examine the brand identity construction of user-generated brands (UGBs), using discursive and visual analysis of UGBs’ social media material in an attempt to contribute to a better understanding of this relatively new branding phenomenon. We specifically focused on two such brands: Airbnb and Couchsurfing. Our main findings reveal the emerged themes: the access to the private sphere, the human dimension and meaningful inter-personal discourses, and authenticity. The value of our research lies in identifying the specificities of the identity construction and visual representation of UGBs. Lastly, we offer practical suggestions and ideas for future research.

Keywords
user generated brands; user generated content; social media; discourse analysis;

Journal
Contemporary Management Research: Volume 9, Issue 1

People

Dr Mona Moufahim

Senior Lecturer, Marketing & Retail