07bn038h Akihiro Kawamata

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Before: consumers were just given the information of products by firms and buy them.

Today: they give much information to another

consumers through CGM. And this great

impacts on the consumer decision !

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Consumer Generated Media

media content, publicly available, that are produced by end-users

ExampleWord of mouthSNSBlog COI(Community Of interest)

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About 40 percent of the person who is inspecting CGM has bought the commodity referring to the site.

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http://internet.watch.impress.co.jp/cda/news/2005/04/11/7226.html

Purchase frequency of commodity that refers to site

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Apple doesn’t hold press release which introduce new product.

Because it doesn’t attract bloggers' interests.

Apple holds the private events in which Steve Jobs announce new products a few times a year. It attracts blogger’s interests!

Then the blogger will be effective adverting media!

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http://review.kakaku.com/review/K0000065769/

http://makitani.com/2006/09/aisesees.html

http://knorr.laff.jp/?banner_id=from_shina_blog

http://makitani.com/2006/09/aisesees.html

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