Social Media Marketing: Strategies in Utilizing Consumer-generated Content

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 the companies’ marketing strategy. Brands and companies have enabled consumers to be producers of original content, cocreators for an existing brand, and curators for trending ideas in the marketing place.

The author explains why it is even more important today that brands need consumers’ voices to advocate their brands. In this lively and practical book, she uses theories to explain consumers’ psychology and offers practical examples of which social media platforms are conducive to CGC and why. In addition, she explains how consumers use CGC in different countries, the importance of influencer marketing, and ultimately teaches the strategy of using CGC effectively.

Emi Moriuchi, PhD, is currently an assistant professor of marketing at Rochester Institute of Technology (RIT). She is also the author of the book Social Media Marketing: Strategies in Utilizing Consumer-Generated Content. Before becoming an academic, she was an assistant project director and a research analyst at a full-service research and marketing company in Honolulu, Hawaii. While conducting her research in Hawaii, she was invited as a guest speaker at Honolulu's local media to discuss a topic on Shin Japanese-Americans (new Japanese-American generation). She was a visiting scholar at Sophia University (Japan), as well as at Keio University (Japan), where she conducted an experimental research on Japanese and Japanese-American's consumer behavior. Her works have been published in book chapters, marketing journals, as well as in various international and national marketing conference proceedings. Moriuchi holds a PhD in business and management (marketing) from Manchester Business School, University of Manchester, United Kingdom.