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100   $a20190426d2019      uy             0
101 0 $aeng
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181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aSocial media marketing $estrategies in utilizing consumer-generated content /$fEmi Moriuchi
205   $aSecond edition.
210  1$aNew York, NY :$cBusiness Expert Press,$d2019.
215   $a1 online resource (167 pages)
311   $a1-948976-78-1 
320   $aIncludes bibliographical references and index.
327   $aChapter 1: What Is Consumer-Generated Content? -- Chapter 2: Consumer-Generated Content and Web 2.0 -- Chapter 3: Trustworthiness of Consumer-Generated Content -- Chapter 4: A Cross-National Perspective on Consumer-Generated Content -- Chapter 5: The Impact of Influencer Marketingon Consumer-Generated Content -- Chapter 6: Optimizing Consumer-Generated Content.
330   $aFaced with constant changes in consumer behavior, marketers are seeking various tools to promote and market their brands. Among those tools, the most impactful is consumer-generated content (CGC). CGC is viewed as consumers' vote of confidence, which is a form of social proof. CGC allows consumers to be involved with the companies' marketing strategy. Brands and companies have enabled consumers to be producers of original content, cocreators for an existing brand, and curators for trending ideas in the marketing place. The author explains why it is even more important today that brands need consumers' voices to advocate their brands. In this lively and practical book, she uses theories to explain consumers' psychology and offers practical examples of which social media platforms are conducive to CGC and why. In addition, she explains how consumers use CGC in different countries, the importance of influencer marketing, and ultimately teaches the strategy of using CGC effectively.
606   $aInternet advertising
606   $aSocial media$xMarketing
606   $aOnline social networks in business
608   $aElectronic books.
615  0$aInternet advertising.
615  0$aSocial media$xMarketing.
615  0$aOnline social networks in business.
676   $a659.144
700   $aMoriuchi$b Emi$0947536
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910467547303321
996   $aSocial media marketing$92140913
997   $aUNINA