Social media marketing : strategies in utilizing consumer-generated content /
Moriuchi, Emi,
Social media marketing : strategies in utilizing consumer-generated content / Emi Moriuchi. - Second edition. - 1 online resource (151 pages) - Digital and social media marketing and advertising collection, 2333-8830 . - Digital and social media marketing and advertising collection. .
Chapter 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 marketing on consumer-generated Content -- Chapter 6. Optimizing consumer-generated content.
Access restricted to authorized users and institutions.
The author explains why it is even more important today that brands need consumer 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.
Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
9781948976794
Social media--Marketing.
Online social networks in business.
Internet advertising.
Internet marketing.
Consumer behavior. Consumer decision-making. Consumer-generated content. Content marketing. Cross-national. Culture. Marketing communication. Social media. Storytelling. Search engine optimization.
[genre]
Electronic books
HF5414
Social media marketing : strategies in utilizing consumer-generated content / Emi Moriuchi. - Second edition. - 1 online resource (151 pages) - Digital and social media marketing and advertising collection, 2333-8830 . - Digital and social media marketing and advertising collection. .
Chapter 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 marketing on consumer-generated Content -- Chapter 6. Optimizing consumer-generated content.
Access restricted to authorized users and institutions.
The author explains why it is even more important today that brands need consumer 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.
Mode of access: World Wide Web.
System requirements: Adobe Acrobat reader.
9781948976794
Social media--Marketing.
Online social networks in business.
Internet advertising.
Internet marketing.
Consumer behavior. Consumer decision-making. Consumer-generated content. Content marketing. Cross-national. Culture. Marketing communication. Social media. Storytelling. Search engine optimization.
[genre]
Electronic books
HF5414