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Author Moriuchi, Emi., author
Title Social media marketing : strategies in utilizing consumer-generated content / Emi Moriuchi
Imprint New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016
book jacket
Edition First edition
Descript 1 online resource (x, 119 pages)
text rdacontent
computer rdamedia
online resource rdacarrier
Series Digital and social media marketing and advertising collection, 2333-8830
Digital and social media marketing and advertising collection. 2333-8830
Note Includes bibliographical references (pages 93-116) and index
1. What is consumer-generated content? -- 2. Consumer-generated content and Web 2.0 -- 3. Trustworthiness of consumer-generated content -- 4. A cross-national perspective on consumer-generated content -- 5. Optimizing consumer-generated content -- References and bibliographies -- Index
Access restricted to authorized users and institutions
With the introduction of the Internet, consumers have been relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has caused a power shift in the market from companies to consumers. When technology is paired with culture, it is inevitable that consumers constantly change their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to stay current with the consumer market in order to maintain their market share. CGC is closely related to electronic word-of-mouth (eWOM) and is found on various online review sites, forums, blogs, company websites, and social media platforms. Consumers' contribution toward the content on different digital media sites (including a company's website) is voluntary, either paid (e.g., sponsored) or nonpaid (e.g., personal blogs). It is evident that information that is published online travels faster to consumers than when delivered through traditional media such as television. Thus, companies are trying to be proactive and, as a part of their promotional efforts, are turning to online media for the latest information on their target market, feedback on their company (e.g., criticism, praises), and information on their competitors. However, despite the convenience of knowledge transfer via the Internet, there are still disadvantages of the use of CGC. The goal of this book is to educate business owners, marketing practitioners, students, and marketing researchers about the use of CGC and how it is beneficial for their marketing plan
Title from PDF title page (viewed on May 11, 2016)
Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries
Link Print version: 9781631571183
Subject User-generated content
Social media
Internet marketing
Word-of-mouth advertising
Consumer behavior
consumer behavior
consumer decision-making
consumer-generated content
content marketing
marketing communication
social media
Electronic books
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