Social media marketing: strategies in utilizing consumer-generated content
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...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York, New York (222 East 46th Street, New York, NY 10017)
Business Expert Press
2016
|
| Ausgabe: | First edition |
| Schriftenreihe: | Digital and social media marketing and advertising collection
|
| Schlagworte: | |
| Zusammenfassung: | 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 |
| Beschreibung: | Title from PDF title page (viewed on May 11, 2016) |
| Beschreibung: | 1 online resource (x, 119 pages) |
| ISBN: | 9781631571190 |
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| 520 | |a 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 | ||
| 650 | 4 | |a User-generated content | |
| 650 | 4 | |a Social media | |
| 650 | 4 | |a Internet marketing | |
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Datensatz im Suchindex
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| author | Moriuchi, Emi |
| author_facet | Moriuchi, Emi |
| author_role | aut |
| author_sort | Moriuchi, Emi |
| author_variant | e m em |
| building | Verbundindex |
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| dewey-full | 006.7 |
| dewey-hundreds | 000 - Computer science, information, general works |
| dewey-ones | 006 - Special computer methods |
| dewey-raw | 006.7 |
| dewey-search | 006.7 |
| dewey-sort | 16.7 |
| dewey-tens | 000 - Computer science, information, general works |
| discipline | Informatik |
| edition | First edition |
| format | Electronic eBook |
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| illustrated | Not Illustrated |
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| spelling | Moriuchi, Emi. Verfasser aut Social media marketing strategies in utilizing consumer-generated content Emi Moriuchi First edition New York, New York (222 East 46th Street, New York, NY 10017) Business Expert Press 2016 1 online resource (x, 119 pages) txt rdacontent c rdamedia cr rdacarrier Digital and social media marketing and advertising collection Title from PDF title page (viewed on May 11, 2016) 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 User-generated content Social media Internet marketing Word-of-mouth advertising Consumer behavior Content Management (DE-588)4673954-3 gnd rswk-swf Verbraucher (DE-588)4062632-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Verbraucher (DE-588)4062632-5 s Content Management (DE-588)4673954-3 s DE-604 Erscheint auch als Druck-Ausgabe 9781631571183 |
| spellingShingle | Moriuchi, Emi Social media marketing strategies in utilizing consumer-generated content User-generated content Social media Internet marketing Word-of-mouth advertising Consumer behavior Content Management (DE-588)4673954-3 gnd Verbraucher (DE-588)4062632-5 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4673954-3 (DE-588)4062632-5 (DE-588)4037589-4 |
| title | Social media marketing strategies in utilizing consumer-generated content |
| title_auth | Social media marketing strategies in utilizing consumer-generated content |
| title_exact_search | Social media marketing strategies in utilizing consumer-generated content |
| title_full | Social media marketing strategies in utilizing consumer-generated content Emi Moriuchi |
| title_fullStr | Social media marketing strategies in utilizing consumer-generated content Emi Moriuchi |
| title_full_unstemmed | Social media marketing strategies in utilizing consumer-generated content Emi Moriuchi |
| title_short | Social media marketing |
| title_sort | social media marketing strategies in utilizing consumer generated content |
| title_sub | strategies in utilizing consumer-generated content |
| topic | User-generated content Social media Internet marketing Word-of-mouth advertising Consumer behavior Content Management (DE-588)4673954-3 gnd Verbraucher (DE-588)4062632-5 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | User-generated content Social media Internet marketing Word-of-mouth advertising Consumer behavior Content Management Verbraucher Marketing |
| work_keys_str_mv | AT moriuchiemi socialmediamarketingstrategiesinutilizingconsumergeneratedcontent |