a fast production rate. The user behavior is what perpetuates the UGC. The act of P2P (Peer-to-Peer) was studied and saw a great benefit to the system. They also studied the impact of content aliasing, sharing of multiple copies, and illegal uploads. A study from York University in Ontario in 2012 conducted research that resulted in a proposed framework for comparing brand-related UGC and to understand how the strategy used by a company could influence the brand sentiment across different social media channels including YouTube, Twitter and Facebook. The three scholars of this study examined two clothing brands, Lulu Lemon and American Apparel. The difference between these two brands is that Lulu Lemon had a social media following while American Apparel was the complete opposite with no social media following. Unsurprisingly, Lulu Lemon had much more positive contributions compared to American Apparel which had less positive contributions. Lulu Lemon has three times the number of positive contributions, 64 percent vs 22 percent for American Apparel on Twitter while on Facebook and YouTube, they had roughly an equal number of contributions. This proves that social media can influence how a brand is perceived, usually in a more positive light. A study by Dhar and Chang, published in 2007, found that the volume of blogs posted on a music album was positively correlated with future sales of that album. See also Carr-Benkler wager Cognitive Surplus Collective intelligence Communal marketing Consumer generated marketing Content moderation Creative Commons Crowdsourcing Customer engagement Digital public square Fan art Fan fiction Modding Networked information economy Participatory culture Participatory design Prosumer User-centered design User-generated TV User innovation Web 2.0 General sources Citations External links OECD study on the Participative Web: User Generated Content A Bigger Bang—an overview of the UGC trend on the Web in 2006 https://hbr.org/2016/03/branding-in-the-age-of-social-media Collective intelligence Digital media New media Video game design