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The Interactive Consumer: The Influence of User Generated Content and Social Media on Consumer Behaviour - Dissertation Example

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The Interactive Consumer: The Influence of User Generated Content and Social Media on Consumer Behaviour

" now seamlessly connects millions of people from right around the world and this new web offers consumers unprecedented opportunities to indulge in consumer –to-consumer information sharing using online reviews, blogs, social tagging, wikis and podcasts, etc. Thus. Web 2.0 has changed the way in which people interact, collaborate and communicate, making social network sites extremely popular. About 2.1 billion Internet users from around the world out of a total world population of 6.93 billion people now use the Internet, which presented usage growth rates of 480.4% over 2000 – 2011 compared to global population growth rates of 30.2% over the same period of years. The developed markets of North America, Europe and Oceania present the highest penetration for the Internet and Africa, Middle East and Latin America present prolific growth rates for Internet penetration. In addition, computer hardware constantly presents increasing sophistication at lower prices and tablet computers promise to enable connectivity at all times for everyone. Thus, we now live in a ubiquitous computing age in which nearly everyone will have a number of devices with a capacity for connecting to the Internet. Web 2.0 is about writing, word of mouth, conversations, amateurs, communities and sharing. Social media sites, including Facebook, MySpace, Twitter and user-generated content servers, such as You Tube now attracts all those with Internet connectivity, especially the younger generation. Because consumers can now share their experiences with brands, products and services on social media and present user-generated content, online narratives help individual consumers make sense of consumption and decide about brands, products and services. In addition, social media shifts individual...
Research into the topic of discussion suggests that social media and user-generated content influences consumer behaviour by presenting informational and utilitarian reinforcers accessible to all, electronic word of mouth, a capacity for presenting the views of the consumers and a capacity for consumer interactions with brands. Users trust their peers and this leads to social media influencing propagation of ideas in societies, consumer behaviour, markets and those that create brands. Now the marketplace has become a preeminent source of mythic and symbolic resources through which people who are predominantly consumers construct narratives of identity. Consumers connected to the Internet now actively rework and transform symbolic meanings, and they transform their symbolic boundaries through an on-going opposition to dominant lifestyle norms and mainstream consumer sensibilities. However, whilst social media has not yet attained the status of being a strong and robust marketing tool, brands can successfully engage with consumers on social media. In the present day and age, consumers indulge in what some call “consumer generated branding” even if the number of passive spectators on social media is far more than those that create user-generated content. In addition, social media and user-generated content presents collective intelligence to groups that share information, knowledge, insights and wisdom to benefit the group as a whole. Consumers now have their voice on a democratic social media environment that includes and in fact, emphasises informational reinforcers available to consumers from other consumers who impinge on their consumer choice. ...Show more


This research is being carried out to examine social media types presenting a greater impact on consumer behavior; how social media influences consumer psychology and consumer decision-making processes; to decide if it is possible to improve on social media to make it more useful for marketers and consumers based on the understanding that evolves from this study…
Author : petra55
The Interactive Consumer: The Influence of User Generated Content and Social Media on Consumer Behaviour essay example
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