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Social Media Marketing: Strategies in Utilizing Consumer-Generated Content, Second Edition

$26.99

Faced with constant changes in consumer behavior, marketers are seeking various tools to promote and market their brands. Among those tools, the most impactful is consumer-generated content (CGC). CGC is viewed as a consumer vote of confidence, which is a form of social proof. CGC allows consumers to be involved with the company’s marketing strategy. Brands and companies have enabled consumers to be producers of original content, co-creators for an existing brand, and curators for trending ideas in the consumer market.
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.

Category: Digital Social Media Marketing and Advertising SKU: 9781948976787 Tag: 2019 Digital Library
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Description

About the Author(s)

Emi Moriuchi

Emi Moriuchi, is currently an Assistant Professor of Rochester Institute of Technology.  She holds a PhD in Business and Management (Marketing). Dr. Moriuchi’s work have been published in book chapter…
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Additional information

Copyright Year

2019

Pub Date

April 12, 2019

Pages

166

ISBN

9781948976787

Print Price

$26.99

EISBN

9781948976794

EBook Price

$17.99

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