McElroy and Gabelaia Present Collaborative Paper

Jeffery McElroy and Ioseb Gabelaia share their findings on user-generated content (UGC) in brand marketing at Riga conference

Decoration Graphic
icon

Faculty

October 13, 2023 | jns

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.

 

Decoration Graphic

Related News

Learn More

Alumni, Faculty, Students

Chisel Away

May 8, 2024

Buzzing with the excitement and energy of graduation day,...

Learn More
Learn More

Faculty

Hendieh and Poulton Publish Collaborative Paper

May 7, 2024

In a collaborative research, Assistant Professor of Accounting Jacques Hendieh,...

Learn More
Learn More

Faculty

A Passion for Excellence in Education

April 25, 2024

Finals week is rough on students, faculty and staff—passing...

Learn More
Learn More

Alumni, Faculty, Students

Day of Discoveries

April 18, 2024

When classes are canceled for the day but it’s...

Learn More
Learn More

Faculty, Students

A Good Field to Pursue

April 4, 2024

The very first Simpson College Sports Administration Symposium kicked...

Learn More
Learn More

Faculty, Students

Students Attend National Collegiate Sales Competition with Dr. Kim

March 22, 2024

Dr. Sehwan Kim, Assistant Professor of Sport Management in...

Learn More
Decoration Graphic