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The rapid development of Internet technologies and the emergence of social media structures affect the marketing methods and strategies greatly. Nowadays, consumers are engaged in communication with other consumers: they exchange opinions and information freely. The user-generated content is regarded as the critical element affecting the decisions for purchasing items and goods (Mir and Rehman 637). The posts and customer reviews create the risk factors for the marketing strategies efficiency, and thus it is clear that marketing managers need to refine and adjust their decisions based on the current influences coming from the multiple Internet sources such as YouTube.
Nowadays, YouTube is one of the most famous and prominent Internet sources with user-generated content. The large amounts of information are dissimilated on the web site every day, and the video content impacts people’s opinions and attitudes (Bachrach 16). Many producers choose to generate content through the Internet source as well. On YouTube, the producers’ content videos target a vast number of different people; therefore, the organizations have the opportunity to attract new clients and consumers. However, the widespread dissemination of information creates the risks of the widespread negative assessment by the users.
According to recent research, when the producers promote only positive aspects of their services and goods to increase their commercial abilities, the consumers prone to be skeptical and critical about it (Cheong and Morrison 41). Moreover, in the Internet realm, the customers’ motivation is commonly driven by the ratings and reviews of other purchasers, and even one negative rating can ruin organizational reputation if it is not managed correctly.
In the Internet network environment, the individuals are affected or even persuaded by common opinions and tend to share it with others. The ratings can be regarded as the dominant force influencing marketing success or failure while the video content itself has a lesser impact on the majority of users. “Brand information on social media becomes more credible when multiple users express the same opinions about it in the form of comments, tags, etc.” (Mir and Rehman 640). Credibility provokes the further creation of the brands’ positive image.
The potential clients’ decisions are affected both by the quality and quantity of uploaded videos related to the product. Therefore, the managers need to elaborate on the marketing strategies that would be focused on the rational yet positive video content promotion to increase brands’ popularity and provoke the users’ perception of the credibility and usefulness of the product.
Works Cited
Bachrach, Judy. “The ‘Low–Tech’ Election Year: Viral Videos Shape a New Politics”, Science & Spirit, (2008): 16-17. Print.
Cheong, Hyuk Jun, and Morrison, Margaret. “Consumers’ Reliance on Product Information and Recommendations Found in UGC.” Journal of Interactive Advertising 8.2 (2008): 38-49. Print.
Mir, Imran Anwar, and Kashif Ur Rehman. “Factors Affecting Consumer Attitudes and Intentions Toward User-Generated Product Content On YouTube.” Management & Marketing 8.4 (2013): 637-54. Print.
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