APAC. See Asia-Pacific Region
Argumentation, 29–30
ASEAN. See Association of Southeast Asian Nations
Asia-Pacific Region (APAC), 80
Association of Southeast Asian Nations (ASEAN), 80
Behavior and customer citizenship, 14
Being responsive, 52
Blogs, 24–25
Brands, 61–64
CGA. See Consumer-generated ads
Co-creation for others, 14–15
Co-creation for use, 14–15
Collaborative behaviors, 32–44
Communicating factor, 70
Community development, 38–39
Connecting factor, 70–71
Consumer
attitude in CGC, 31–32
co-creation for others, 14–15
co-creation for use, 14–15
definition, 7–8
production process, 15
trust, 58–59
Consumer-created information, 52
Consumer engagement, 48–50
Consumer-generated ads (CGA), 61
Consumer-generated content (CGC)
best practices, 90–92
blogs, 24–25
on brands, 61–64
categories of, 18–20
challenges and opportunities, 59–64
characteristics of, 20–22
collaborative behaviors, 32–44
company perspective, 47–48
consumer engagement, 48–50
consumer perspective, 45–47
consumers, 7–8
consumer’s attitude, 31–32
content, 8–9
co-producers/co-creators, 14–15
definition, 2
ease of use, 26–28
electronic commerce, 9–11
eWOM, 22–24
future of, 89–90
importance of, 1
last thoughts, 92
marketing communications, 11–14
optimizing. See Optimizing consumer-generated content
perceived usefulness, 28–31
shopping behavior, 61
Consumer-generated eWOM, 44
Consumer-generated marketing (CGM)
offering rewards for creativity, 65–66
reinvention of branded asset, 65
story telling, 66–67
Consumer-generated websites, 25–26
Consumer’s motivation
in consuming CGC. See Consumption
in participating in CGC. See Participation
in producing CGC. See Production
Consumption
activities of, 34–35
definition, 33
entertainment, 36–37
information seeking, 35–36
Content
definition, 8–9
trust perception, 55–56
Controlling factor, 71
Conventional media model, 1
Conversion, 86
Corporate reputation, 47
Creating factor, 70
Credibility, 45–46
Cross-National perspectives
adoption and use, 74
consumer marketplace, 73–74
Japan, 77–80
power distance and masculine culture, 74
Singapore, 80–83
United States of America, 76–77
Cross promoting factor, 71
C’s in social media
communicating factor, 70
connecting factor, 70–71
controlling factor, 71
creating factor, 70
cross promoting factor, 71
Customer loyalty, 47–48
Customer participation, 14
Deliberate processing approach, 31–32
Discover factor, 22
“Ease of use” phenomenon, 26–28
E-commerce, 9–11
e-fluentials, 44
Elaboration Likelihood Model, 31
electronic word-of-mouth (eWOM)
consumer-generated, 22–24, 44
definition, 22
digitalized, 12
negative, 48
positive, 48
social interaction engagement, 50
Engage factor, 22
Entertainment, 36–37
eWOM. See electronic word-of-mouth
Experience product, 30
Explore factor, 22
Facebook vs. Mixi, 80
Halo effect, 51
Huffington Post, 85, 91
Hunters, 13
Image-based CGC, 75
Inactive social media users, 21
Information seeking, 35–36
Japan, 77–80
Japanese social networking. See Mixi
Marketing communications, 11–14
Mixi, 80
Negative eWOM, 48
Newsgroups, 3
The New York Times, 91
Nielsen’s Digital Consumer Report, 62
Online content creators, 54
Optimizing consumer-generated content
conversion, 86
product insights, 87–89
search engine optimization, 86–87
Overall score, 21
Participation
activities of, 34–35
definition, 33
social interaction and community development, 38–39
virtual communities, 39–40
Passive bystanders, 13
Perceived usefulness, 28–31
Pew Research Center, 50, 77
Positive eWOM, 48
Product insights, 87–89
Production
activities of, 34–35
definition, 33
self-actualization, 43–44
self-expression, 41–43
Purchase price, 29
Really Simple Syndication (RSS), 17
Reliability, 46
Review valence, 29
RSS. See Really Simple Syndication
Search engine optimization (SEO), 86–87
Search product, 30
Self-actualization, 43–44
Self-expression, 41–43
Seller-created information, 52
SEO. See Search engine optimization
Service-dominant logic (S-D logic) model, 14
Singapore, 80–83
SNS. See Social networking sites
Social curation, 15
Social interaction, 38–39
Social interaction engagement, 50
Social media
timeline of, 6
trust users, 51
Social networking sites (SNS), 17, 19
Social network models, 63–64
Social savvies, 21
Social skippers, 21
Social snackers, 21
Social stars, 21
Social Technographics Score, 20–21
Source credibility theory, 56–57
Source trustworthiness, 57–58
Spontaneous thought processes, 31
Story telling
consumer-generated marketing, 66–67
in consumer market, 67–70
C’s in social media, 70–72
Trust-building resources, 11
Trust perception
content, 55–56
independent entities, 53–54
online content creators, 54
social trends report, 55
source credibility theory, 56–57
source trustworthiness, 57–58
Trust users, social media, 51
Twitter, 79–80
United States of America, 76–77
Usenet, 3
User-generated content, 2
Virtual communities, 39–40
The Wall Street Journal, 91
Weblog, 24–25
Wikipedia, 25–26
WOM. See Word-of-mouth
Word-of-mouth (WOM), 7