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.