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Social Media Marketing

Strategies in Utilizing Consumer-Generated Content

Second Edition

Emi Moriuchi (author)

ISBN: 9781948976787

Publication Date: Mar 2019

Format: Paperback

Explains why it is even more important today that brands use consumer voices to advocate their brands. In this lively and practical book, the author uses theories to explain consumer psychology and offers practical examples of which social media platforms are conducive to consumer-generated content and why.
£29.50

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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 consumer 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.
Pages 166
Date Published 30 Mar 2019
Publisher Business Expert Press
Subject/s E-commerce: business aspects   Illness & addiction: social aspects   Behavioural economics  

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