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Book chapter
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Reference no. BEP7920
Chapter from: "Social Media Marketing: Strategies in Utilizing Consumer-Generated Content, Second Edition"
Published by: Business Expert Press
Originally published in: 2019

Abstract

This chapter is excerpted from 'Social Media Marketing: Strategies in Utilizing Consumer-Generated Content, Second Edition'. With the introduction of the Internet, consumers are relying heavily on the media for content. The popularity of consumer-generated content (CGC) has enabled consumers to be producers of original content, Cocreators for an existing brand, and curators for trending ideas in the marketing place. This change of role has caused a power shift in the market from relying on company produced content to consumer produced content. When technology is paired with culture, it is inevitable that consumers are constantly changing their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to keep current with the consumer market in order to maintain their market share. CGC relates closely to electronic word-of-mouth (eWOM) and can be found in various online review sites, forums, blogs, vlogs, company websites, as well as on social networking sites. The contribution of consumers toward the content on the different digital media sites (including company's website) is on a voluntary basis, either paid (eg, sponsored), nonpaid (eg, personal blogs), and even earned (eg, back linked). It is evident that information that is published online travels faster to consumers than when delivered through traditional media such as television, newspapers, or magazines. Thus, companies are trying to be proactive and as part of their promotional efforts, they are turning to online media for the latest information on their target market, feedback on their company (eg, criticism, praise), as well as information on their competitors. Consumers have also gradually gained fame by voluntarily posting original videos about, their lifestyle, for example. As these consumers gain fame through the number of YouTube subscribers, companies began to collaborate with them to showcase their products. This technique is regarded as influencer marketing and these consumers are known as influencers. New topics are being touched upon in this second edition. The goal of this book is to educate business owners, marketing practitioners, students, as well as marketing researchers in understanding and strategizing the use of CGC for their marketing strategy. This book contains both evergreen content as well as trending knowledge in the consumer market.

About

Abstract

This chapter is excerpted from 'Social Media Marketing: Strategies in Utilizing Consumer-Generated Content, Second Edition'. With the introduction of the Internet, consumers are relying heavily on the media for content. The popularity of consumer-generated content (CGC) has enabled consumers to be producers of original content, Cocreators for an existing brand, and curators for trending ideas in the marketing place. This change of role has caused a power shift in the market from relying on company produced content to consumer produced content. When technology is paired with culture, it is inevitable that consumers are constantly changing their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to keep current with the consumer market in order to maintain their market share. CGC relates closely to electronic word-of-mouth (eWOM) and can be found in various online review sites, forums, blogs, vlogs, company websites, as well as on social networking sites. The contribution of consumers toward the content on the different digital media sites (including company's website) is on a voluntary basis, either paid (eg, sponsored), nonpaid (eg, personal blogs), and even earned (eg, back linked). It is evident that information that is published online travels faster to consumers than when delivered through traditional media such as television, newspapers, or magazines. Thus, companies are trying to be proactive and as part of their promotional efforts, they are turning to online media for the latest information on their target market, feedback on their company (eg, criticism, praise), as well as information on their competitors. Consumers have also gradually gained fame by voluntarily posting original videos about, their lifestyle, for example. As these consumers gain fame through the number of YouTube subscribers, companies began to collaborate with them to showcase their products. This technique is regarded as influencer marketing and these consumers are known as influencers. New topics are being touched upon in this second edition. The goal of this book is to educate business owners, marketing practitioners, students, as well as marketing researchers in understanding and strategizing the use of CGC for their marketing strategy. This book contains both evergreen content as well as trending knowledge in the consumer market.

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