TY  - BOOK
AU  - Moriuchi,Emi
TI  - Social media marketing: strategies in utilizing consumer-generated content 
T2  - Digital and social media marketing and advertising collection,
SN  - 9781948976794
AV  - HF5414 
PY  - 2019///.]
CY  - New York, New York (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Social media
KW  - Marketing
KW  - Online social networks in business
KW  - Internet advertising
KW  - Internet marketing
KW  - Consumer behavior
KW  - Consumer decision-making
KW  - Consumer-generated content
KW  - Content marketing
KW  - Cross-national
KW  - Culture
KW  - Marketing communication
KW  - Storytelling
KW  - Search engine optimization
KW  - [genre]
KW  - Electronic books
N1  - Includes bibliographical references (pages 135-143) and index; 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; 2; b; Also available in printing
N2  - 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
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000875.html
ER  -