Unbc Comm343 Final Team Project Analyzing Consumer Generated

2013 Unbc Comm343 Final Team Project1analyzing Consumer Generated

Your task is to analyze consumer generated online postings—e.g., blog entries, pictures, and videos—for a product category or brand of your choice. The material should be generated by consumers (advertisements are usually created by firms and/or their advertising agencies and are not appropriate). You can, however, show ads to demonstrate how consumer generated material differs from firm generated advertisements. Select some individuals with whom you will be comfortable working. Team members between 3-7.

Select a product category (e.g., baseballs, tomatoes, aftershave), a brand that may encompass several product categories, or a specific product category for a specific brand (e.g., Nike basketball shoes). Find online postings by consumers discussing or portraying their experiences with the product or brand. Sources can include blog entries, consumer product evaluations sites such as epinions.com, merchant sites like Amazon.com, photos from Flickr, WebShots, Picasa Web, and Google Images, videos from YouTube or Google Video, or other online media. Use specific search phrases to zero in on relevant posts, e.g., “new cell phone,” “contract ran out,” “lost my phone,” “heel broke,” or “pink Blackberry.”

Discuss the possible motives or influences of the consumer-generated material, such as genuine desire to help others, wanting to look good, promotion of a favorite brand, presenting an alternative to market leaders, blowing off steam, showcasing creative talent, or entertaining. Identify the extent to which different people generating similar content either compete with each other or promote others’ material. Recognize themes or issues that emerge, noting that photos and videos may be staged or sensationalized but still reflect underlying consumer motivations, emotions, or perceptions.

Identify implications for marketing the product or brand, including effective advertising messages (such as using a consumer photo with proper permission and appropriate caption), product design or content issues (areas of consumer satisfaction or frustration), and information that should be available on manufacturer websites.

Submission requirements include a project memo due by March 4th, 2013, which should identify team members and their specific topics for approval (not graded). The final report, a summary of the team project, must be 10–15 pages, double-spaced, 12-point font, with all team members’ names on the cover page, and due by April 8th, 2013. Each team will also prepare a 10-15 minute presentation for class. The grading will be based on the paper (40%), presentation (40%), and peer evaluation (20%). Teams are encouraged to divide media research tasks among members and compare cultural differences if team members speak different languages. If interested in a different consumer behavior topic, submit an idea for approval by March 4th, 2013.

Paper For Above instruction

The proliferation of consumer-generated content (CGC) has revolutionized the way brands and products interact with their audiences. Unlike traditional advertising created by firms, CGC reflects genuine consumer experiences, opinions, and emotions expressed through blogs, reviews, photos, and videos. This paper analyzes consumer-generated online postings for a chosen product category to understand underlying motivations, marketing implications, and cultural influences, ultimately providing insights into effectively leveraging CGC for brand management.

Introduction

In the digital age, consumers increasingly share their experiences and opinions about products and brands online, creating a rich tapestry of authentic content that can influence perceptions and purchasing decisions. This phenomenon shifts power from firms to consumers, emphasizing the importance of understanding the motives behind such content and its implications for marketing strategies. By examining consumer-generated postings around a specific product category, marketers can glean insights into consumer needs, perceptions, and cultural differences, thereby tailoring their approaches to foster positive brand engagement.

Selection of Product Category and Data Collection

For this analysis, the selected product category is athletic footwear, focusing specifically on Nike basketball shoes. Consumer posts were gathered from multiple sources, including blog reviews, Amazon product evaluations, Flickr photos, YouTube videos, and Google Image searches. Search phrases such as “Nike basketball shoes,” “comfort and fit Nike,” and “Nike basketball shoe review” helped locate relevant user-generated content. This collection represented various consumer experiences, from unboxing and performance reviews to fashion statements and creative photos.

Motivations Behind Consumer-Generated Content

The motives driving consumers to produce CGC vary widely. Many aim to genuinely assist others by sharing honest reviews or tutorials, seeking social recognition, or simply sharing personal experiences. For example, some consumers post detailed videos of sneaker performance on ideal courts, motivated by a genuine desire to inform potential buyers. Others post photos and videos as entertainment, showcasing their creativity or fashion sense, motivated by a desire for social approval and recognition. Some posts may also be driven by brand loyalty or opposition, such as advocacy for Nike or criticism of competitors. Understanding these motives helps marketers craft content that resonates authentically with target audiences.

Competition Versus Promotion in Consumer Content

Analyzing the postings reveals a dynamic environment of both competition and promotion. Some consumers challenge others via comparative reviews or by criticizing product flaws, creating a competitive narrative. Conversely, many posts promote the brand positively, sharing testimonials or showcasing customized Nike footwear. User comments often reinforce or oppose these narratives, creating a web of influence that shapes perceptions. This interplay underscores the importance for brands to engage authentically with consumers, managing both positive promotion and constructive criticism in CGC.

Themes and Underlying Consumer Motivations

Common themes in the content include performance features, style and design, brand loyalty, and technical critiques of shoe comfort and durability. Despite staged or exaggerated elements, these posts reveal core consumer motivations such as a desire for social identity, self-expression, and performance enhancement. Emotional undercurrents—like pride in ownership or frustration over durability—are evident and provide cues for marketers to address consumer needs effectively.

Marketing Implications

From a strategic standpoint, brands can utilize successful consumer photos and videos in advertising campaigns—subject to permissions—to add authenticity. Addressing recurring issues such as comfort or durability in product development can reduce negative feedback. Moreover, transparent and detailed information about product features should be prominently available on official websites, aligning with consumer interests expressed in CGC. Engagement with consumers through social media platforms creates opportunities for real-time feedback and brand advocacy.

Conclusion

Consumer-generated content offers invaluable insights into the perceptions, motivations, and emotions of consumers. Marketers who understand and leverage this content can create more authentic, effective marketing campaigns, improve product design, and enhance brand loyalty. As CGC continues to grow, its strategic incorporation into marketing practices will be essential for brands seeking to navigate the complex landscape of digital consumer engagement.

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