Research on the Mechanism of Consumer Generated Media

This paper examines consumer-generated media (CGM). Our research will consider the domestic and global behaviors and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to building customer relationships and consumer behavior online. First, we overview the value and CGM aplications; second, we putforwad our hypothesis and research model and last we draw some conclusions and recommendations.