Social Media Marketing
Strategies in Utilizing
Consumer-Generated Content
Second Edition
Copyright © 2019. Business Expert Press. All rights reserved.
Emi Moriuchi
Moriuchi, E. (2019). Social media marketing, second edition : Strategies in utilizing consumer-generated content. Business Expert Press.
Created from trulibrary-ebooks on 2023-09-12 18:52:49.
Social Media Marketing, Second Edition: Strategies in Utilizing ConsumerGenerated Content
Copyright © Business Expert Press, LLC, 2019.
All rights reserved. No part of this publication may be reproduced, stored
in a retrieval system, or transmitted in any form or by any means—
electronic, mechanical, photocopy, recording, or any other except for
brief quotations, not to exceed 250 words, without the prior permission
of the publisher.
First published in 2019 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com
ISBN-13: 978-1-94897-678-7 (paperback)
ISBN-13: 978-1-94897-679-4 (e-book)
Copyright © 2019. Business Expert Press. All rights reserved.
Business Expert Press Digital and Social Media Marketing and Advertising
Collection
Collection ISSN: 2333-8822 (print)
Collection ISSN: 2333-8830 (electronic)
Cover and interior design by S4Carlisle Publishing Services Private Ltd.,
Chennai, India
First edition: 2016
Second edition: 2019
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
Moriuchi, E. (2019). Social media marketing, second edition : Strategies in utilizing consumer-generated content. Business Expert Press.
Created from trulibrary-ebooks on 2023-09-12 18:52:49.
Copyright © 2019. Business Expert Press. All rights reserved.
Abstract
With the introduction of the Internet, consumers are relying heavily on
the media for content. The popularity of consumer-generated ­content
(CGC) has enabled consumers to be producers of original content,
­cocreators for an existing brand, and curators for trending ideas in the
marketing place. This change of role has caused a power shift in the
market from relying on company produced content to consumer produced content. When technology is paired with culture, it is inevitable
that consumers are constantly changing their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously l­ooking
for information to keep current with the consumer market in order to
maintain their market share. CGC relates closely to electronic wordof-mouth (eWOM) and can be found in various online review sites,
­forums, blogs, vlogs, company websites, as well as on social networking
sites. The contribution of ­consumers toward the content on the different
digital media sites (­including company’s website) is on a voluntary basis,
either paid (e.g., sponsored), nonpaid (e.g., personal blogs), and even
earned (e.g., back linked). It is evident that information that is published
online travels faster to consumers than when delivered through traditional
media such as television, newspapers, or magazines. Thus, companies are
trying to be proactive and as part of their promotional efforts, they are
turning to online media for the latest information on their target market,
feedback on their company (e.g., criticism, praise), as well as information
on their competitors. Consumers have also g­ radually gained fame by voluntarily posting original videos about, their lifestyle, for ­example. As these
consumers gain fame through the number of ­YouTube subscribers, companies began to collaborate with them to showcase their products. This
technique is regarded as influencer marketing and these consumers are
known as influencers. New topics are being touched upon in this second
edition. The goal of this book is to educate business owners, ­marketing
practitioners, students, as well as marketing researchers in u
­ nderstanding
and strategizing the use of CGC for their marketing strategy. This book
contains both evergreen content as well as trending knowledge in the
consumer market.
Moriuchi, E. (2019). Social media marketing, second edition : Strategies in utilizing consumer-generated content. Business Expert Press.
Created from trulibrary-ebooks on 2023-09-12 18:52:49.
vi
ABSTRACT
Keywords
Copyright © 2019. Business Expert Press. All rights reserved.
consumer behavior; consumer decision-making; consumer-generated
content; content marketing; cross-national; culture; marketing communication; social media; storytelling; search engine optimization
Moriuchi, E. (2019). Social media marketing, second edition : Strategies in utilizing consumer-generated content. Business Expert Press.
Created from trulibrary-ebooks on 2023-09-12 18:52:49.