How the Old Spice Brand Lives Online Through User-Generated Content
Landon S. Barnes, Paul D. Berger

Abstract
This research will look at how the Old Spice brand lives online through the use of User-Generated Content. Three different areas will be researched. The first area will look at how the brand lives on YouTube, a video sharing website. The second area will look at how the brand lives online through product reviews. Finally, the third area that will be looked at is how the brand lives on social networking sites.

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