Publication details for Dr Mariann Hardey

Hardey, M. (2011). To spin straw into gold? New lessons from consumer-generated content. The International Journal of Market Research 53(1): 13-15.

• Publication type: Journal papers: academic
• ISSN/ISBN: 1470-7853
• DOI: 10.2501/IJMR-53-1-013-015
• View online: Online version
• Durham research online: DRO record

Author(s) from Durham

• Dr Mariann Hardey

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.

Notes

Journal of Market Research (IJMR) is the world’s primary source of cutting-edge thinking and ideas about market and social research.