Exploring online consumer curation as user-generated content: A framework and agenda

What is it about?

Some consumers are engaged in online curation, a type of user-generated content, in ways that can be impactful for brands. An example of online curation includes organizing themed collections of product images on Pinterest. The purpose of this paper is to present a framework of online consumer curation, introducing this topic to the marketing literature.

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Why is it important?

Research limitations/implications As online consumer curation is a new area of research, the authors suggest several marketing- and brand-relevant propositions that can be addressed in future research. Practical implications As consumers are frequently using product images and brand symbols in their online curation, it is important for marketing academics and practitioners to understand their actions. Originality/value The aim of the paper is to present a thorough introduction to the idea of online consumer curation by outlining relevant examples, providing a framework for understanding this activity and its implications for brand management, and listing ideas for future research.