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_aInternet INFERNO
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_aABSTRACT Two primary factors determine consumer generated media's (CGM) importance: 1. consumers wanting to learn about other purchasers' opinions and experiences; 2. the availability of CGM that consumers are interested in, the ease of finding it, its impact on purchase decisions, and the likelihood of consumers making CGM postings based on their own experiences. CGM has dramatically increased the clout of one consumer's opinion on other consumers' purchasing decisions. Although shopping sites and online retailers that solicit CGM ratings minimize the impact of comments from cranks and malcontents, by turning ratings into averages, a colorful entry about your product or company on a blog or message board can take on a life of its own.
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_aWeblogs; Customer relations; Marketing; Web sites; Market research; Media ratings
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_aHart, Christopher; Blackshaw, Pete
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_aMarketing Management. 15 (1) : January - February 2006. pp. 18-25
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