Under this year’s guiding theme Digital Twins: From Development to Application, the hybrid event is set in the Latvian capital of Riga and hosted by the Transport and Telecommunication Institute (TSI). TSI is a private technical university offering applied sciences programs in Transportation and Logistics, Computer Science, Electronics and Telecommunications, Aviation Engineering, Economics and Management.
McElroy and Gabelaia had teamed up and followed the call for papers with their latest research article entitled The Impact of User-Generated Marketing on Creating Greater Audience Connection and Brand Loyalty (see the abstract below). From the Lamoni campus, they will share their findings with the Riga audience on Oct. 20 in the focus section Digital Business and Society Transformation.
The RelStat 2023 conference offers a fascinating multidisciplinary range of academic, industry and governance insight on complex transport, information and communication systems with a closer look at Data Science | Artificial Intelligence | Digital Twins | Digital Transformation | Smart Solutions in Transport Systems | Networking and Telecommunications | Reliability, Risks and Safety Applications | Statistics, Modelling and its Applications | Emerging Information Systems and Technologies | Digital Economy and Business | Human Machine Interactions | Modern Trends in Higher Education.
Title The Impact of User-Generated Marketing on Creating Greater Audience Connection and Brand Loyalty Authors
Dr. Ioseb Gabelaia & Dr. Jeffery McElroy Abstract
In times of rapid change and sustainable development in marketing, user-generated marketing has gained a considerable advantage as a powerful marketing tool to attract and interact with various targeted audiences. User-Generated Content (UGC) gives customers a unique opportunity to participate in a brand’s growth. Hence, it creates a bridge between a brand and a customer. The authors used a three-step approach to research. As a result, 83 scientific articles with 157 marketing practitioners participating in the survey offered exceptional results. Brands that incorporate the power of UGC in their marketing operations can construct a more pertinent relationship with future audiences.
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