Extended Abstract: Brewing community on Whatsapp: Tactics of online collaboration among amateur and professional brewers in India

Abstract

Despite owing its existence and relevance to professional organizations and lay users alike, user-generated content (UGC) remains viewed in dichotomous terms as the product of work done by professionals or lay users. Empirical contexts for UGC research typically distinguish between motivations for producing UGC in firms and communities by professionals and lay users.