"Social Media Marketing, Second Edition : Strategies in Utilizing Consumer-generated Content" [Elektronisk resurs]Upplaga 2

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.