Social Media Marketing, Second Edition, 2nd Edition

CHAPTER 1

What Is Consumer-Generated Content?

With the introduction of the Internet, individuals have become increasingly dependent on their mobile devices because these devices give them access to the digital world in seconds. Regardless of whether consumers are trying to obtain, accept, or deliver information, or simply just searching for it, they rely on the digital environment as their source for information.

The importance of consumer-generated content (CGC) has increased over that of companies’ self-published content in the online world. This suggests that online information has shifted from publisher-centric to consumer-centric. CGC, as suggested by the name, is driven by consumers. Consumers create or produce (or both) any type of content ...