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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Moriuchi, Emi (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2016.
Edición:First edition.
Colección:Digital and social media marketing and advertising collection.
Temas:
User-generated content.
Social media.
Internet marketing.
Word-of-mouth advertising.
Consumer behavior.
Contenu créé par l'utilisateur.
Médias sociaux.
Marketing sur Internet.
Bouche-à-oreille (Publicité)
Consommateurs > Comportement.
social media.
Consumer behavior
Internet marketing
Social media
User-generated content
Word-of-mouth advertising
consumer behavior
consumer decision-making
consumer-generated content
content marketing
cross-national
culture
marketing communication
process
social media
storytelling
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 1. 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.

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