Internet marketing: responding to the power of User Generated Content - Dissertation Example

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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…
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Download file to see previous pages 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 ...Download file to see next pagesRead More
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