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

Comments

2007 conference proceedings of the Society for Marketing Advances

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