30 WHAT DOES THIS MEAN FOR BRANDS?
BRANDS WHO ADOPT USER GENERATED CONTENT INTO THEIR MARKETING STRATEGY WILL BENEFIT FROM A HIGHER LEVEL OF INTERACTION AND RELEVANCE WITH THEIR CONSUMER. THIS TYPE OF INTERACTION PARTICULARLY BENEFITS LIFESTYLE BRANDS AND THOSE WHICH RELY ON THE IDEA OF AUTHENTICITY. INVOLVING CONSUMERS IN THIS WAY ALSO ENCOURAGES A HIGHER LEVEL OF LOYALTY.