MARC record from Internet Archive

LEADER: 05561cam 2200853Mi 4500
001 ocn949862206
003 OCoLC
005 20220709193623.0
008 160511s2016 nyu foab 001 0 eng d
006 m eo d
007 cr cn||m|||a||
040 $aNYBEP$beng$erda$epn$cNYBEP$dOCLCO$dOCLCF$dEBLCP$dUAB$dOTZ$dOCLCQ$dMERUC$dIDB$dUPM$dOCLCQ$dSTF$dLOA$dCUY$dZCU$dICG$dK6U$dU3W$dCNCEN$dOCLCQ$dS8J$dTKN$dD6H$dDKC$dOCLCQ$dW2U$dCNMTR$dOCLCQ$dOCLCO
019 $a951065283$a1099699788$a1100408473
020 $a9781631571190$q(e-book)
020 $a1631571192
020 $a1631571184
020 $a9781631571183
020 $z9781631571183$q(paperback)
035 $a(OCoLC)949862206$z(OCoLC)951065283$z(OCoLC)1099699788$z(OCoLC)1100408473
050 4 $aZA4482$b.M677 2016
082 04 $a006.7$223
100 1 $aMoriuchi, Emi,$eauthor.
245 10 $aSocial media marketing :$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,$c2016.
300 $a1 online resource (1 PDF (x, 119 pages))
336 $atext$btxt$2rdacontent
337 $aelectronic$2isbdmedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aDigital and social media marketing and advertising collection,$x2333-8830
500 $aTitle from PDF title page (viewed on May 11, 2016).
504 $aIncludes bibliographical references (pages 93-116) and index.
505 0 $a1. What is consumer-generated content? -- 2. Consumer-generated content and Web 2.0 -- 3. Trustworthiness of consumer-generated content -- 4. A cross-national perspective on consumer-generated content -- 5. Optimizing consumer-generated content -- References and bibliographies -- Index.
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 (i.e., 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.
650 0 $aUser-generated content.
650 0 $aSocial media.
650 0 $aInternet marketing.
650 0 $aWord-of-mouth advertising.
650 0 $aConsumer behavior.
650 6 $aContenu créé par l'utilisateur.
650 6 $aMédias sociaux.
650 6 $aMarketing sur Internet.
650 6 $aBouche-à-oreille (Publicité)
650 6 $aConsommateurs$xComportement.
650 7 $asocial media.$2aat
650 7 $aConsumer behavior.$2fast$0(OCoLC)fst00876238
650 7 $aInternet marketing.$2fast$0(OCoLC)fst00977272
650 7 $aSocial media.$2fast$0(OCoLC)fst01741098
650 7 $aUser-generated content.$2fast$0(OCoLC)fst01743487
650 7 $aWord-of-mouth advertising.$2fast$0(OCoLC)fst01180179
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 4 $aElectronic books.
776 08 $iPrint version:$z9781631571183
830 0 $aDigital and social media marketing and advertising collection.$x2333-8830
856 40 $3EBSCOhost$uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1159754
856 40 $3ProQuest Ebook Central$uhttps://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=4397461
856 40 $uhttp://portal.igpublish.com/iglibrary/search/BEPB0000457.html$zBusiness Expert Press
856 40 $uhttp://portal.igpublish.com/iglibrary/search/BEPB0000457.html
856 40 $uhttp://portal.igpublish.com/iglibrary/search/BEPB0000457.html$zAn electronic book accessible through the World Wide Web; click to view
856 48 $uhttp://www.businessexpertpress.com/$zPublisher's website
938 $aBusiness Expert Press$bBEPR$n11204963
938 $aProQuest Ebook Central$bEBLB$nEBL4397461
029 1 $aAU@$b000063583546
994 $aZ0$bIME
948 $hHELD BY IME - 529 OTHER HOLDINGS