Abstract :
With the emergence of Web 2.0 technologies such as BBS, blog, microblog, and social networking services, people are not only exchanging information online but also expressing ideas by virtue of user-generated content (UGC). The amount of UGC available is already voluminous and continues to grow on a daily basis. UGC is not regulated by top-down rules, allowing users free to decide what to write about (topics), how to write (expression style), and when to post (publishing time). Since UGC is produced without supervision, standards and conventions, the effect of UGC, especially the extreme negative UGC or unusually positive UGC, on enterprises is largely unknown.
