Use of content produced by users in marketing

The contemporary economy is on the process of changing a paradigm in respect to concentration on companies to concentration on users. In the paradigm of company concentration, values are determined by the company and services and products are presented to users while on concentration on users, the user plays an important role in innovative activities and marketing campaigns. Therefore, engaging the users in marketing activities has become one of the main concerns for marketers and consequently using the content produced by users in marketing and launching campaigns for user produced content has gained more attraction than before and various studies are underway in this area. User produce contents, especially services and products that could not be experienced unless consuming them and requires confidence building, are of great importance. Statistics show that referring to comments made by users in social media; play an important role in deciding to by a product. Due to importance of this kind of content in marketing, this study work is a review of characteristics of applications of contents produced by users in marketing activities and it is hoped that further studies to be conducted in the future about use of this kind of marketing especially for media products.