000			04265nam a2200649 i 4500
001			11204963
003			CaPaEBR
005			20241023114843.0
006			m eo d
007			cr cn |||m|||a
008			160511s2016 nyu foab 001 0 eng d
020			_a9781631571190 _qe-book
035			_a(EBC)4397461
035			_a(OCoLC)949862206
035			_a(CaBNVSL)swl00406473
040			_aCaBNVSL _beng _erda _cCaBNVSL _dCaBNVSL
050		4	_aZA4482
100	1		_aMoriuchi, Emi., _eauthor.
245	1	0	_aSocial media marketing : _bstrategies in utilizing consumer-generated content / _cEmi Moriuchi.
250			_aFirst edition.
264		1	_aNew York, New York (222 East 46th Street, New York, NY 10017) : _bBusiness Expert Press, _c[(c)2016.]
300			_a1 online resource (x, 119 pages)
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
490	1		_aDigital and social media marketing and advertising collection, _x2333-8830
504			_aIncludes bibliographical references (pages 93-116) and index.
505	0		_a1. What is consumer-generated content? -- _t2. Consumer-generated content and Web 2.0 -- _t3. Trustworthiness of consumer-generated content -- _t4. A cross-national perspective on consumer-generated content -- _t5. Optimizing consumer-generated content -- _tReferences and bibliographies -- _tIndex.
506			_aAccess restricted to authorized users and institutions.
520	3		_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 (id est, 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.
530			_a2 _ub
530			_aAlso available in printing.
538			_aMode of access: World Wide Web.
538			_aSystem requirements: Adobe Acrobat reader.
588			_aTitle from PDF title page (viewed on May 11, 2016).
650		0	_aUser-generated content.
650		0	_aSocial media.
650		0	_aInternet marketing.
650		0	_aWord-of-mouth advertising.
650		0	_aConsumer behavior.
653			_aconsumer behavior
653			_aconsumer decision-making
653			_aconsumer-generated content
653			_acontent marketing
653			_across-national
653			_aculture
653			_amarketing communication
653			_aprocess
653			_asocial media
653			_astorytelling
655		0	_a[genre]
776	0	8	_iPrint version: _z9781631571183
830		0	_aDigital and social media marketing and advertising collection. _x2333-8830
856	4	0	_uhttps://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000457.html
942			_2lcc _bCIU _cOB _eBEP _QOL _zBEP11204963
999			_c74258 _d74258
902			_c1 _dCynthia Snell