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. On the contrary, the use of Web 2.0 technology also enables the brand critics to equally reach a large group of target audiences. The available literature concerning the overall impact of blogs and Web 2.0 user generated content over the marketing return on investment (ROI) is somewhat limited due to the contemporary nature of technological changes. In line with this, the study of Freeman and Chapman (2009) focused on reviewing the use of crowd sourcing (see Whitla 2009) by Camel to produce tobacco packaging. However, this particular study does not directly dealing with a different area. According to McGrail (2008, p. 73), user-generated content (UGC) is referring to the “customer views or comments”. In line with this, Hamill et al. (2009) investigated the interaction with user-generated content (UGC) in tourism. As compared to the study of Hamill et al. (2009), the most useful source is Li (2010) who managed to identify the need for brand owners to out-compete brand critics by producing extremely strong brand narratives. However, these two studies are too general and lack quantification method which can provide the readers with a more generalized outlook concerning the selected research topic. To provide the readers with a better understanding of this study, the first part of the literature review will first identify and differentiate the types of social media tools that are commonly used by marketing managers. Eventually, strategic ways on how active engagement with UGC communities could provide large multinational companies an excellent marketing return on investment (ROI) will be tackled in details. Aims and Objectives Strengthening the link to user-generated content (UGC) communities could enable large multinational companies produce an excellent marketing ROI. Considering the shift from the use of traditional marketing communication (i.e. television and print advertisements) to word-of-mouth marketing strategy in online communication platform (i.e. Facebook and MySpace), this study aims to examine how large multinational companies could take advantage of user-generated co
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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…
If you post ideas, comments, questions, data, graphs, opinions, creations, customizations, ID or other information (such as information on bulletin boards, discussion forums) (hereinafter referred to as "User Generated Content"), on the site, or if you send to any company this user-generated content via the site, it will become the property of that organization.
We will primarily be dealing with the recommendations through the help, application and implementation of which these objectives can be achieved. In addition to this we will also incorporate the conclusive phase of our discussion in this very segment of our research.
This dissertation aims to examine closely how user-generated content and social media influences consumer behaviour in the age of ubiquitous computing. It presents important themes from the latest scholarly research and interviews with a group of consumers provide insights to build on understanding of the impact of social media and user-generated content on consumer behaviour.
The target market for the product, Mercury shoes, would be the younger set, and Facebook reaches this audience on a wide basis. Another way of marketing the product would be through blogs by both having established bloggers blog about the product on their site, and by hiring athletes to write a blog that mentions the shoes.
The discussion seeks to answer the questions: Do the clubs use e-marketing techniques to engage fans? To what extent are these techniques useful in increasing revenues of the clubs? How frequently do clubs interact with their fans? What is the impact of branding and brand value on fan preference? What is the role of social media in e-marketing within the European football clubs?
P. 40 BIBLIOGRAPHY ………. P. 47 CHAPTER 1 The convenience of the digital age must inevitably lead towards a transformation In marketing and business practices, just as it is led to a transformation in the way consumers buy and sell. Locating specific goods and services as desired is achievable with the convenience undreamed of in earlier decades to the extent that the importance of online ordering capability becomes a necessity for any business large enough to warrant even the most rudimentary website.
Scholars and researchers of consumer behaviour have determined a number of various kinds of consumers who are more expected to communicate information about a product or service, and who have a tendency as well to wield influence and pressure over other consumers.
This technology made a huge impact on everyday life. It has gradually touched the lives of ordinary people, aiding and helping them with their daily chores, office work and school projects and in building the nation in a large scale. Home appliances like television sets, refrigerators, telephones, washing machines, etc.
The intention to carry out this study is to understand how SM sway the marketing communication of modern companies. The methodology adopted for this study encompasses appropriate and feasible data collection by soliciting the marketing executives of telecom companies about the strategy adopted regarding social media marketing (SMM).
The function of marketing has evolved from a one-way functional discipline to an interactive process. The effectiveness of marketing is determined by how marketers are able to reach out to the consumers. The advent of technology has redefined the way communication and interactions take place between marketers and consumers.
33 pages (8250 words)Dissertation
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