Using Branded Social Applications to Create User-Generated Content

Sameh Farouk Mohamed, Nada; Abdlrazek, Tamer; Fathy, Heba Mohamed Mahmoud

doi:10.21608/jdsaa.2023.234471.1379

Using Branded Social Applications to Create User-Generated Content

Document Type : Original Article

Authors

¹ Advertising Department, Faculty of Applied Arts, Helwan University, Egypt

² Professor of Advertising, Faculty of Applied Arts, Helwan University, and Dean Faculty of Applied Arts, Badr University.

³ Faculty of Applied Arts, Helwan University, Egypt.

10.21608/jdsaa.2023.234471.1379

Abstract

Branded Social Applications have become the Modern Trend that Companies resort to in all Fields because they have one of Social Features, which is User-Generated Content. These Applications Provide visual and technical elements that motivate the user to create Visual Content so that he conveys Information and ideas attractively and enjoyably, which affects the behavior of other users. Thus, Visual Content contributes to attracting users and increasing Brand awareness. Accordingly, the research problem is how to use Branded Social Applications to create User-Generated Content, study the types of Visual Content, and employ visual and technical elements that motivate the user to Create content in applications. Thus, the research aims to study the role of Using Branded Social Applications to Create User-Generated Content and to study the visual and technical elements that motivate the user to create content. The research follows the descriptive approach in the theoretical framework to study Branded Social Applications, User-Generated Content, and the visual and technical elements that motivate the user to Create Content. Then an analytical study of models of Branded Social Applications to study their role in producing content by the user, and analyzing the elements that motivate the user. One of the most important results of the research is that Branded Social Applications motivate the user to interact with the content or other users by creating content and sharing it with the brand community by providing visual and technical elements to enhance User Engagement, Brand Identity, and increase sales.

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