Internet: User generated content, blogs

 

As one of the fastest growing subsidiaries worldwide, IBM Brazil has more than doubled its workforce size in the last couple of years to 13,000 employees, distributed in over ten locations. In an effo ...

In the time since the advent of the Internet, the influence of online recommendations on consumer decision making has attracted great attention. YouTube and sites with blogging capabilities, such as M ...

To understand information processing on blogs, this study investigates how perceived blogger trustworthiness affects blog readers' elaboration of brand-related messages and its interaction effects wit ...

The advent of Web 2.0 technologies has enabled the efficient creation and distribution of user-generated content (UGC), resulting in vast changes in the online media landscape. For instance, the proli ...

Within the user-generated content sites, the role and growth of social networking sites has been undeniably overwhelming. Social networking sites (SNS) generate millions of dollars in revenue and adve ...

Using the example of the Sony BRAVIA 'Balls' commercial, this paper discusses the value and effects of consumer-generated spoof versions of viral films. It argues that the number, popularity and durat ...

Grabbing internet users' attention with viral advertising is getting harder. In this article, GoViral, the specialist viral distribution agency, asks whether virals which parody or allude to other ca ...

Tapping the commercial potential of online social networks remains elusive. Bebo, the 40m-member website, has embraced online product placement, signing up Procter & Gamble, Microsoft and movie studio ...

Word of mouth (WOM) is attracting increased attention as a vital source of influence on purchase decision- making. The rapid uptake of online social networking and other types of Web 2.0 applications ...

This article discusses and describes the ways in which marketers and market researchers are using Second Life (SL). Points discussed include: how the interactivity of Second Life can be used for produ ...

In this article, Peter Mouncey, Editor of the International Journal of Market Research, and Roderick White, Editor of Admap, report on the MRS Conference 2008. They cover a broad range of themes, incl ...

This article describes social networks, their growth and development, and the implications for marketing. The market is changing rapidly and remains unsettled. A key distinction is between 'open' and ...

The challenges Web 2.0 is posing to businesses are not coming from technology but from the kinds of relationships customers are demanding from companies. Markets have become conversations, and many es ...

This article discusses 'social media' (online networks, Web 2.0 etc.) and their implications for marketers. Social media, an integral component of the internet, have changed attitudes to media as a wh ...

To investigate the determinants of the effects of a viral campaign, we employ the classical framework of a persuasive communication model, designated as “Who says what to whom in which channel and wit ...

During the past few years, there has been an exponential growth of blogs, and behind these blogs are numerous bloggers who create and manage them. It is widely expected that bloggers armed with their ...

The internet stands apart from other media in enabling its “users” to interact. From this perspective, the internet will always be, at its core, a tool for interpersonal communication. While consumers ...

Marketers are interested in the phenomenon of "consumer-generated media", or "buzz", given its potential to affect the commercial prospects for their products. Within the consumer packaged goods (CPG) ...

In today’s fragmented media landscape, generating positive word of mouth (WOM) among consumers has become an important tool for marketers. Marketers are challenged with identifying influential individ ...

Media, internet and telecommunications are playing a major role in helping Saudis reach out and connect with each other and the rest of the world. In this digital age, communications barriers are comi ...

This paper describes a newly-developed research method for exploring the behavior, values and needs of people in the virtual environment. It discusses the research methodology for this technique and p ...

Around 70 million blogs have been created worldwide, with around nine million currently running in France. Blogs offer an extraordinary new field of investigation, as millions of instances of electron ...

Online research communities have been generating quite a lot of buzz recently, with many companies creating online communities for customer research around their new products. This paper presents the ...

The purpose of this paper is to raise the awareness of a range of ethical dilemmas and challenges facing researchers who adopt ethnographic approaches in electronic community research. The paper consi ...

This article reviews how marketing companies are using social networking sites to form relationships with customers. Social networking sites now reach 45% of all web users, and there are several tacti ...

The insight achievable by using active Web 2.0 techniques can be quite different from traditional insight. Two key issues are highlighted: firstly, how to generate and extract insight from Web 2.0 - w ...

This paper describes the birth of a new research methodology developed by Repères in a 3D immersive environment. It follows the development of an original research approach for studying 'Consumer 2.0' ...

Web 2.0 enables users to generate, disseminate and share previously unheard of amounts of information within the web. This creates information overload, much of it useless to corporations, thus obscur ...

In traditional campaign post-testing, only the impact of direct exposure (people actually having seen the creative) is measured. Word-of-mouth (or of mouse), and what people do after viewing a commerc ...

GfK NOP is seeking to develop excellence through the use of Web 2.0 tools on its graduate training programme by adopting a new organisational form known as the 'Community of Practice' approach. Its av ...