CHAPTER 2

Consumer-Generated Content and Web 2.0

The media space has now changed its focus from product-centric to consumer-centric media exposure. The nature of the Internet has greatly added value to content and file sharing applications in the virtual space. This has positively shaped the creation and distribution mechanisms for consumer-generated content (CGC). With the focus now on consumers, the virtual space is highly personalized and consumers can tailor their media exposure to their specific needs and desires (Liang, Lai, and Ku 2006).

Why is tailored exposure important in the marketing world? When a user can tailor his or her exposure on the Internet, the release of information is according to the user’s provision. Further, through ...

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