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

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

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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...

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Bibliographic Details
Main Author: Moriuchi, Emi (Author)
Format: Electronic eBook
Language:English
Published: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
Edition:First edition.
Series:Digital and social media marketing and advertising collection.
Subjects:
User-generated content.
Social media.
Internet marketing.
Word-of-mouth advertising.
Consumer behavior.
consumer behavior
consumer decision-making
consumer-generated content
content marketing
cross-national
culture
marketing communication
process
social media
storytelling
Online Access:An electronic book accessible through the World Wide Web; click to view
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Table of 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.

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