The Era of the Empowered Consumer: Why Do Consumers Generate Content?


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At times, as customer expectations are met and desired level of customer satisfaction achieved, a company is left with a happy customer.
What is a happy customer most likely going to do?
He is going to-
1.Refer to the company’s product happily whenever he engages in a conversation in that regard.
2.Influence other people to adopt the same product.
3.Indulge in a repeat purchase.
4.Create positive content about the company in case he is part of any web 2.0 social media components.
5.Provide Feedback and maybe product related ideas to the organisation.
point of view

So far so good.
An unhappy customer is most likely expected to work on opposite lines.

The question is-
Why does a consumer bother to create positive/negative content about a company based on the product that he has used?

The feeling of empowerment is unique. It gives a consumer an immense sense of satisfaction to know that they have a tool to get back to the company they have bought a product from.
2.Helps a consumer augment his self-concept-
The thought that content generated by him may later be read and analysed by the concerned company gives a consumer a feeling that he has the ability to contribute to the customer management and feedback analysis systems of the company and becomes a primary motivator to make him create content.
CGM has provided a medium to the common man to unload his thoughts and sentiments.
4.Conversation and Social Engagement-
The ability to create a conversation tool to build a community of people using similar products and airing their views.People love to talk and share their experiences and when a tool is available, why not.
5.Self-Projection and Self-Actualisation-
Consumers also try to develop a personal brand by demonstrating expertise in an area through the content they generate.

As organisations strive to be more Consumer centric,it is the consumer who finds himself suddenly becoming powerful, with the ability to influence the reputations of organisations. Managing consumer relations and aiming at consumer satisfaction are no doubt important keywords for the success for any organisation.

Vandana Ahuja, PhD.
Amity Business School
Dr. Vandana Ahuja has over 21 years of experience across the corporate sector and academia. She is the author of the book on Digital Marketing - published by Oxford University Press. She is a Professor with Amity Business School and has several years of research experience across the domains of Digital Marketing, CRM and Social Media Marketing. She is an expert in the usage of Digital and Social Media platforms across diverse industry verticals.


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