Structuring a User-Generated Content (UGC) Offer for the Belgian Market: A Case Study of Socialsky

Phommaxay, Anaïs
(2025)

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Phommaxay_29491900_2025.pdf
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Details

Supervisors
Kervyn de Meerendré, Nicolas
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
enAs digital marketing evolves, brands increasingly seek content that combines authenticity with high performance. This thesis examines how the Belgian digital marketing agency Socialsky could structure a User-Generated Content (UGC) offer tailored to the specificities of the Belgian market, where UGC practices remain underdeveloped. Using a qualitative methodology including an analysis of the Belgian UGC landscape, interviews with local UGC creators and a benchmark of advanced French players, this research identifies key challenges and opportunities for the agency. The study delivers actionable recommendations to help Socialsky integrate UGC as a strategic lever.