Document Type

Article

Publication Date

2009

Publication Source

Advances in Marketing: Embracing Challenges and Change - A Global Perspective

Abstract

This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with consumers in a ways that are more relevant and targeted. The paper concludes with insights and recommendations for utilization of CGM by practitioners.

Inclusive pages

181-185

ISBN/ISSN

0-9840884-0-7

Document Version

Published Version

Comments

2009 conference proceedings of the Society for Marketing Advances

Publisher

Society for Marketing Advances

Place of Publication

Tuscaloosa, AL

Peer Reviewed

yes

Keywords

consumer-generated media, social media marketing, consumer engagement, online marketing