McElroy and Gabelaia Present Collaborative Paper

Building a bridge from the C.H. Sandage School of Business to the Baltic Sea, Jeffery McElroy, EdD, and Ioseb “Soso” Gabelaia, PhD, look forward to connecting with fellow researchers, scholars and experts at the 23rd International Conference on Reliability and Statistics in Transportation and Communication (RelStat 2023) from Oct. 19-21.

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.