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Social Media Marketing, Second Edition: Strategies in Utilizing Consumer-Generated Content

• Author
• Moriuchi
• Emi

• Subjects
• Internet advertising
• Social media-Marketing
• Online social networks in business
• Consumer behavior
• Business conditions
• Economic conditions

Faced with constant changes in consumer behavior, marketers are seeking various tools to promote and market their brands. Among those tools, the most impactful is consumer-generated content (CGC). CGC is viewed as consumers' vote of confidence, which is a form of social proof. CGC allows consumers to be involved with...