Preface

Is our life getting more convenient and more complex at the same time? Research shows that with social media taking the consumer market by storm, companies no longer have the option to stay out of the virtual community. As the power shifts from companies to consumer, companies are scrambling to find means and ways to retain as well as capture new customers. How else should companies know what consumers want? The answer is to listen.

Consumer-generated content (CGC) largely occurs on new media and this new media is a paradigm shift in social media marketing. Although the Internet allows direct communication between consumers and consumers or businesses and consumers (or both), the amount of exposure (e.g., online ads) is not necessarily ...

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