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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

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…
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