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To spin straw into gold? New lessons from consumer-generated content

Hardey, M.

Authors



Abstract

The author presents her views on the significance of user-generated content for marketing research. The impact of online social networks on marketing strategy is discussed, and it is noted that nearly 140 million brands have pages on the Facebook web site. The author believes that some essential features of marketing research into consumer behavior remain unaffected by technological innovations, such as the importance of analyzing qualitative data.

Citation

Hardey, M. (2011). To spin straw into gold? New lessons from consumer-generated content. International Journal of Market Research, 53(1), 13-15. https://doi.org/10.2501/ijmr-53-1-013-015

Journal Article Type Article
Publication Date Jan 1, 2011
Deposit Date Mar 22, 2011
Journal International Journal of Market Research
Print ISSN 1470-7853
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 53
Issue 1
Pages 13-15
DOI https://doi.org/10.2501/ijmr-53-1-013-015
Public URL https://durham-repository.worktribe.com/output/1542857


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