Driving Sales with User-Generated Content: How Word of Mouth Impacts Manufacturers Online

User-generated content – defined as information generated not by a business or media outlet, but by a user of such online assets – drives Web 2.0. When businesses enable customers – or users – to write reviews, ask or answer questions from the community, or share experiences, they create conversations that become the most powerful form of marketing - word of mouth marketing.

This paper specifically addresses how manufacturers can work to build their own word-of-mouth working with retailers.