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
Publisher
Society for Marketing Advances
Place of Publication
Tuscaloosa, AL
Peer Reviewed
yes
Keywords
consumer-generated media, social media marketing, consumer engagement, online marketing
eCommons Citation
Dickey, Irene J. and Lewis, William F., "Consumer Generated Media: Evolving Marketing Opportunity for Consumer Engagement" (2009). Management and Marketing Faculty Publications. 34.
https://ecommons.udayton.edu/mgt_fac_pub/34
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Marketing Commons, Public Relations and Advertising Commons, Sales and Merchandising Commons, Social Media Commons
Comments
2009 conference proceedings of the Society for Marketing Advances