Document Type
Article
Publication Date
2007
Publication Source
Advances in Marketing: Concepts, Models and Theories
Abstract
This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media. The Internet is clearly dynamic in nature, and CGM will be of interest to marketers as e-commerce races ahead. The basis for the growth and the importance of such sites will be explored to improve our understanding of their development and use by marketers. Our research will consider the domestic and global behaviors, and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to building customer relationships and consumer behavior online.
Inclusive pages
146-149
ISBN/ISSN
0-9676059-8-9
Document Version
Published Version
Publisher
Society for Marketing Advances
Place of Publication
Mobile, AL
Peer Reviewed
yes
Keywords
social media marketing, ecommerce, online consumer behavior, cgm, computer-generated media
Sponsoring Agency
Society for Marketing Advances
eCommons Citation
Dickey, Irene J. and Lewis, William F., "Consumer-Generated Media (CGM): An Exploratory Study of Various Forms, Value to Consumers, and Marketing Practitioners, and Global Implications" (2007). Management and Marketing Faculty Publications. 35.
https://ecommons.udayton.edu/mgt_fac_pub/35
Included in
Advertising and Promotion Management Commons, Business and Corporate Communications Commons, Communication Technology and New Media Commons, Marketing Commons, Public Relations and Advertising Commons, Sales and Merchandising Commons, Social Media Commons
Comments
2007 conference proceedings of the Society for Marketing Advances