LEADER 03688nam 2200565 450 001 9910460855103321 005 20200917021826.0 010 $a1-63157-119-2 035 $a(CKB)3710000000576751 035 $a(EBC)4397461 035 $a(OCoLC)949862206 035 $a(CaBNVSL)swl00406473 035 $a(MiAaPQ)EBC4397461 035 $a(Au-PeEL)EBL4397461 035 $a(CaPaEBR)ebr11204963 035 $a(CaONFJC)MIL890074 035 $a(OCoLC)951065283 035 $a(EXLCZ)993710000000576751 100 $a20180720d2016 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aSocial media marketing $estrategies in utilizing consumer-generated content /$fEmi Moriuchi 205 $aFirst edition. 210 1$aNew York, NY :$cBusiness Expert Press,$d2016. 215 $a1 online resource (x, 119 pages) 225 1 $aDigital and Social Media Marketing and Advertising Collection 311 $a1-63157-118-4 320 $aIncludes bibliographical references (pages 93-116) and index. 327 $a1. 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. 330 3 $aWith the introduction of the Internet, consumers have been relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has caused a power shift in the market from companies to consumers. When technology is paired with culture, it is inevitable that consumers constantly change their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to stay current with the consumer market in order to maintain their market share. CGC is closely related to electronic word-of-mouth (eWOM) and is found on various online review sites, forums, blogs, company websites, and social media platforms. Consumers' contribution toward the content on different digital media sites (including a company's website) is voluntary, either paid (e.g., sponsored) or nonpaid (e.g., personal blogs). It is evident that information that is published online travels faster to consumers than when delivered through traditional media such as television. Thus, companies are trying to be proactive and, as a part of their promotional efforts, are turning to online media for the latest information on their target market, feedback on their company (e.g., criticism, praises), and information on their competitors. However, despite the convenience of knowledge transfer via the Internet, there are still disadvantages of the use of CGC. The goal of this book is to educate business owners, marketing practitioners, students, and marketing researchers about the use of CGC and how it is beneficial for their marketing plan. 410 0$aDigital and social media marketing and advertising collection.$x2333-8822 606 $aSocial media$xMarketing 606 $aOnline social networks in business 606 $aInternet advertising 608 $aElectronic books. 615 0$aSocial media$xMarketing. 615 0$aOnline social networks in business. 615 0$aInternet advertising. 676 $a658.872 700 $aMoriuchi$b Emi$0947536 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910460855103321 996 $aSocial media marketing$92140913 997 $aUNINA