Internet marketing: responding to the power of User Generated Content - Dissertation Example

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Internet marketing: responding to the power of User Generated Content

Specifically the one-way communication between large multinational companies and its target consumers has to change in response with the rapid development over the use of the Internet technology (Edelman and Technorati 2006). Since the use of the Internet allows two-way communication between large multinational companies and its target consumers, marketing managers today are challenged to effectively manage positive and negative opinions coming from its online target consumers (Bernoff and Li 2008). Specifically the new ability of all marketing message recipients to respond via social media tools – also known as the Web 2.0 user generated content tools has reduced the ability of brand owners to monopolize brand messaging. As explained by McGrail (2008, p. 73), viral marketing is a type of marketing strategy which allows the public viewers to willingly share a video or written content by encouraging friends and internet acquaintances to visit a website or read about the latest product promotional offers. By utilizing the social media tools, there is a strong possibility for brand responses to spread through viral marketing. ...
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Internet Marketing: Responding to the Power of User Generated Content Student Number and Number Number of Words: 2,085 Introduction Also referring to social media, the Web 2.0 is the second generation of the Internet-based services…
Author : chelseagoyette
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