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000841967 020__ $$a9781631571190$$q(electronic book)
000841967 020__ $$z9781631571183$$qpaperback
000841967 035__ $$a(MiAaPQ)EBC4397461
000841967 035__ $$a(Au-PeEL)EBL4397461
000841967 035__ $$a(CaPaEBR)ebr11204963
000841967 035__ $$a(CaONFJC)MIL890074
000841967 035__ $$a(OCoLC)951065283
000841967 040__ $$aMiAaPQ$$beng$$erda$$epn$$cMiAaPQ$$dMiAaPQ
000841967 050_4 $$aZA4482$$b.M677 2016
000841967 0820_ $$a006.7$$223
000841967 1001_ $$aMoriuchi, Emi.,$$eauthor.
000841967 24510 $$aSocial media marketing :$$bstrategies in utilizing consumer-generated content /$$cEmi Moriuchi.
000841967 250__ $$aFirst edition.
000841967 264_1 $$aNew York, New York (222 East 46th Street, New York, NY 10017) :$$bBusiness Expert Press,$$c2016.
000841967 300__ $$a1 online resource (x, 119 pages)
000841967 336__ $$atext$$2rdacontent
000841967 337__ $$acomputer$$2rdamedia
000841967 338__ $$aonline resource$$2rdacarrier
000841967 4901_ $$aDigital and social media marketing and advertising collection,$$x2333-8830
000841967 504__ $$aIncludes bibliographical references (pages 93-116) and index.
000841967 5050_ $$a1. What is consumer-generated content? -- 2. Consumer-generated content and Web 2.0 -- 3. Trustworthiness of consumer-generated content -- 4. A cross-national perspective on consumer-generated content -- 5. Optimizing consumer-generated content -- References and bibliographies -- Index.
000841967 506__ $$aAccess limited to authorized users.
000841967 5203_ $$aWith the introduction of the Internet, consumers have been relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has caused a power shift in the market from companies to consumers. When technology is paired with culture, it is inevitable that consumers constantly change their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to stay current with the consumer market in order to maintain their market share. CGC is closely related to electronic word-of-mouth (eWOM) and is found on various online review sites, forums, blogs, company websites, and social media platforms. Consumers' contribution toward the content on different digital media sites (including a company's website) is voluntary, either paid (e.g., sponsored) or nonpaid (e.g., personal blogs). It is evident that information that is published online travels faster to consumers than when delivered through traditional media such as television. Thus, companies are trying to be proactive and, as a part of their promotional efforts, are turning to online media for the latest information on their target market, feedback on their company (e.g., criticism, praises), and information on their competitors. However, despite the convenience of knowledge transfer via the Internet, there are still disadvantages of the use of CGC. The goal of this book is to educate business owners, marketing practitioners, students, and marketing researchers about the use of CGC and how it is beneficial for their marketing plan.
000841967 588__ $$aTitle from PDF title page (viewed on May 11, 2016).
000841967 650_0 $$aUser-generated content.
000841967 650_0 $$aSocial media.
000841967 650_0 $$aInternet marketing.
000841967 650_0 $$aWord-of-mouth advertising.
000841967 650_0 $$aConsumer behavior.
000841967 653__ $$aconsumer behavior
000841967 653__ $$aconsumer decision-making
000841967 653__ $$aconsumer-generated content
000841967 653__ $$acontent marketing
000841967 653__ $$across-national
000841967 653__ $$aculture
000841967 653__ $$amarketing communication
000841967 653__ $$aprocess
000841967 653__ $$asocial media
000841967 653__ $$astorytelling
000841967 77608 $$iPrint version:$$z9781631571183
000841967 830_0 $$aDigital and social media marketing and advertising collection.$$x2333-8830
000841967 852__ $$bebk
000841967 85640 $$3ProQuest Ebook Central Academic Complete$$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=4397461$$zOnline Access
000841967 909CO $$ooai:library.usi.edu:841967$$pGLOBAL_SET
000841967 980__ $$aEBOOK
000841967 980__ $$aBIB
000841967 982__ $$aEbook
000841967 983__ $$aOnline