Advances in Marketing: Embracing Challenges and Change - A Global Perspective
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.
Society for Marketing Advances
Place of Publication
consumer-generated media, social media marketing, consumer engagement, online marketing
Dickey, Irene J. and Lewis, William F., "Consumer Generated Media: Evolving Marketing Opportunity for Consumer Engagement" (2009). Management and Marketing Faculty Publications. 34.
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