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The voice of the consumer speaks forcefully in brand identity: User-generated content forces smart marketers to listen

…, C Jevons, P Blackshaw - Journal of …, 2011 - journalofadvertisingresearch.com

User-generated content (UGC) is attracting a great deal of interest—some of it effective, some
misguided. This article reviews the marketing-related factors that gave rise to UGC, tracing …

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[BOOK][B] Satisfied customers tell three friends, angry customers tell 3,000: running a business in today's consumer-driven world

P Blackshaw - 2008 - books.google.com

In today’s Internet-driven world, customers have more power than ever. Through what
interactive marketing expert Pete Blackshaw calls" consumer-generated media"—blogs, social …

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[CITATION][C] Consumer-generated media (CGM) 101: Word-of-mouth in the age of the web-fortified consumer

P Blackshaw - http://www. nielsen-online. com/downloads/us/buzz …, 2004 - cir.nii.ac.jp

Consumer-Generated Media (CGM) 101 : Word-of-mouth in the age of the web-fortified
consumer | CiNii Research CiNii 国立情報学研究所学術情報ナビゲータ[サイニィ] 詳細へ移動 …

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Digital transformation at Nestlé: Playing to win

P Blackshaw - Journal of Brand Strategy, 2014 - ingentaconnect.com

How does the largest food company in the world transform to become the leader in leveraging
digital and social media to build brands and delight consumers? It is not as easy as …

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