MARC Record from marc_columbia

LEADER: 04661cam a2200673Ii 4500
001 12290265
005 20220528225618.0
006 m o d
007 cr unu||||||||
008 160209s2016 nyua ob 001 0 eng d
035 $a(OCoLC)ocn937787084
035 $a(NNC)12290265
040 $aUMI$beng$erda$epn$cUMI$dN$T$dIDEBK$dYDXCP$dN$T$dTEFOD$dZCU$dUAB$dOCLCQ$dBUF$dOCLCF$dOCLCQ$dCOCUF$dCNNOR$dCEF$dOCLCQ$dINT$dOCLCQ$dG3B$dLVT$dS9I$dOCLCQ$dOCLCO
019 $a936146474$a936201960
020 $a9781631571190$q(electronic bk.)
020 $a1631571192$q(electronic bk.)
020 $z9781631571183
020 $z1631571184
035 $a(OCoLC)937787084$z(OCoLC)936146474$z(OCoLC)936201960
037 $aCL0500000713$bSafari Books Online
037 $a7D49B970-A950-4FD4-957C-AC3D2FD8C742$bOverDrive, Inc.$nhttp://www.overdrive.com
050 4 $aHF5414
072 7 $aBUS$x082000$2bisacsh
072 7 $aBUS$x041000$2bisacsh
072 7 $aBUS$x042000$2bisacsh
072 7 $aBUS$x085000$2bisacsh
082 04 $a658.872$223
049 $aZCUA
100 1 $aMoriuchi, Emi,$eauthor.
245 10 $aSocial media marketing :$bstrategies in utilizing consumer-generated content /$cEmi Moriuchi.
246 30 $aStrategies in utilizing consumer-generated content
250 $aFirst edition.
264 1 $aNew York, NY :$bBusiness Expert Press,$c2016.
264 4 $c©2016
300 $a1 online resource (1 volume) :$billustrations.
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aDigital and social media marketing and advertising collection
588 0 $aOnline resource; title from title page (Safari, viewed February 5, 2016).
504 $aIncludes bibliographical references 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 $aSocial media$xMarketing.
650 0 $aInternet advertising.
650 0 $aInternet marketing.
650 6 $aPublicité sur Internet.
650 6 $aMarketing sur Internet.
650 7 $aBUSINESS & ECONOMICS$xIndustrial Management.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xManagement Science.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xOrganizational Behavior.$2bisacsh
650 7 $aInternet advertising.$2fast$0(OCoLC)fst00977220
650 7 $aInternet marketing.$2fast$0(OCoLC)fst00977272
655 4 $aElectronic books.
776 08 $iPrint version:$z1631571184$z9781631571183$w(OCoLC)907451327
830 0 $aDigital and social media marketing and advertising collection.
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio12290265$zAll EBSCO eBooks
852 8 $blweb$hEBOOKS