When it comes to finding inspiration for interior design, most people would immediately state Pinterest as a solution. Of course, it provides us with thousands of images featuring the most beautifully decorated rooms, but that is also where the service pretty much stops. You need to find similar items yourself and maybe even look for an interior designer all by yourself. Well, these problems can be solved thanks to Houzz, a platform dedicated to home design. This platform grew from a homebased idea to a worldwide online community that connects all parties involved in house redecoration.
The rise in popularity of social networking sites has led to user generated content and word of mouth to become popular sources of information. Marketers have identified this trend as well and currently there is hardly any company that does not have their own Facebook page or Twitter account where marketers post content regularly and interact with the customers in name of the company. Both the user-generated content and marketer generated content are popular and everyday used tools, but what exactly is their impact on our purchasing behavior? In this research Goh et al. (2013) want to test this through the following research question: how is consumer purchase behavior influenced by user-generated content and marketer generated content in social media brand communities and if and how do the communication modes matter?
Have you ever been in the situation where you were scrolling through your Tumblr or Instagram feed and you suddenly came across a photo of someone wearing a clothing item you would really like to buy, but have no clue where the item is from? And you are not in the mood to spend the rest of your day hunting this item down or directly asking the person wearing it does not work? Well, forget the wasted time and awkward comments, because Wheretoget.it lets other consumers do the work for you!
Consumer Value Creation 