LEADER 02780nam 2200481 450 001 9910816098903321 005 20230125184919.0 010 $a1-948976-79-X 035 $a(CKB)4100000007926573 035 $a(Au-PeEL)EBL5746738 035 $a(OCoLC)1096537738 035 $a(CaSebORM)9781948976794 035 $a(MiAaPQ)EBC5746738 035 $a(EXLCZ)994100000007926573 100 $a20190426d2019 uy 0 101 0 $aeng 135 $aurcnu|||||||| 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 $aOnline social networks in business 615 0$aInternet advertising. 615 0$aSocial media$xMarketing. 615 0$aOnline social networks in business. 676 $a659.144 700 $aMoriuchi$b Emi$01634208 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910816098903321 996 $aSocial media marketing$93974313 997 $aUNINA