The Digital Prosumer as Content Creator in Social Media

Considering the transformative role of consumers as active content creators in digital environments, blurring traditional producer-consumer boundaries (Justification/Problem), this article aims to analyze the evolving role of the consumer as a content creator in social media environments and examine its implications. Specifically, it seeks to define the prosumer concept, identify benefits and risks of User-Generated Content (UGC), and discuss ethical responsibilities (Objectives). To this end, we proceed with a theoretical review and analysis of existing literature and frameworks related to prosumption, UGC, and digital ethics (Methodology). In this way, it is observed that prosumers significantly impact brand dynamics through UGC, offering benefits like authenticity and engagement, but also posing challenges including brand control and ethical concerns (Results). The analysis highlights the importance of key dimensions in brand content: Vividness sensory appeal, Value perceived, and Volume on social media, and how their interplay influences consumer behavior and brand perception. Therefore, it is concluded that understanding and strategically managing the prosumer relationship is crucial for brands navigating the digital landscape, requiring a balance of leveraging opportunities while addressing inherent risks and responsibilities (Conclusion).