1. THE EFFECTIVENESS OF USER- AND MARKETER-GENERATED CONTENT Open Access Author: Miao, Jingnan Title: THE EFFECTIVENESS OF USER- AND MARKETER-GENERATED CONTENT Area of Honors: Advertising/Public Relations Keywords: Advertisinguser-generated contentmarketer-generated contentpurchase intentioncustomer brand engagementattitude towards brandattitude towards ad File: Download Miao_Jingnan_UGCMGC.pdf Thesis Supervisors: Francis Erin Dardis, Thesis SupervisorFrancis Erin Dardis, Thesis Honors AdvisorFuyuan Shen, Faculty Reader