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Social media marketing : strategies in utilizing consumer-generated content / Emi Moriuchi.

By: Material type: TextTextSeries: Digital and social media marketing and advertising collectionPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016Edition: First editionDescription: 1 online resource (x, 119 pages)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781631571190
Subject(s): Genre/Form: Additional physical formats: Print version:: No titleDDC classification:
  • 006.7 23
LOC classification:
  • ZA4482 .M677 2016
Online resources:
Contents:
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.
Abstract: 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.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Ebrary Online Books Ebrary Online Books Colombo Available CBEBK20002098
Ebrary Online Books Ebrary Online Books Jaffna Available JFEBK20002098
Ebrary Online Books Ebrary Online Books Kandy Available KDEBK20002098
Total holds: 0

Enhanced descriptions from Syndetics:

With the introduction of the Internet, consumers are 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 cause a power shift in the market from the companies to the consumers. When technology is paired with culture, it is inevitable that consumers are constantly changing their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to keep current with the consumer market in order to maintain their market share. CGC relates closely to electronic word-of-mouth (eWOM) and can be found in various online review sites, forums, blogs, company websites, as well as on social media platforms. Consumers' contribution toward the content on the different digital media sites (including company's website) is on voluntary basis, 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. Companies are therefore trying to be proactive; and as part of their promotional efforts, they are turning to online media for the latest information on their target market, feedback on their company (e.g., criticism, praises), as well as information on their competitors. The goal of this book is to educate business owners, marketing practitioners, students, as well as marketing researchers in understanding the use of CGC and how it is beneficial for their marketing plan.

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.

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