The article discusses the use of user-generated content in the context of marketing. Consumer-generated media (CGM), online social networks, blogs and virtual communities are addressed, and the importance of studying them for guiding brand strategy is emphasized. The ways in which market researchers can measure user-generated data are noted, and it is argued that communicating with customers through online media is necessary for business success.
CITATION STYLE
Blackshaw, P. (2011). User-Generated Content in Context. Journal of Advertising Research, 51(March), 108–112.
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