簡(jiǎn)介：1600單詞，單詞，9000英文字符英文字符,3050字文獻(xiàn)出處文獻(xiàn)出處COXT,PARKJHFACEBOOKMARKETINGINCONTEMPORARYORTHODONTICPRACTICEACONSUMERREPORTJJOURNALOFTHEWORLDFEDERATIONOFORTHODONTISTS,2014,324347原文FACEBOOKMARKETINGINCONTEMPORARYORTHODONTICPRACTICEACONSUMERREPORTTRENTCOX；JAEHYUNPARKABSTRACTBACKGROUNDTHEINTRODUCTIONOFFACEBOOKHASBROUGHTADDITIONALMARKETINGOPPORTUNITIESTOORTHODONTICPRACTICESOCIALMEDIA–BASEDMARKETINGISDIFFERENTFROMTRADITIONALMARKETINGSTRATEGIESDUETOITSINTERACTIVENATURETHEAIMSOFTHISSTUDYWERETODETERMINECONSUMERSPERCEPTIONSOFFACEBOOKMARKETINGANDTODETERMINEWHICHFEATURESOFORTHODONTISTSFACEBOOKPAGESARETHEMOSTEFFECTIVEINATTRACTINGPATIENTSMETHODSTHISSURVEYBASEDSTUDYCONTAINED35QUESTIONSANDWASADMINISTEREDTO140INDIVIDUALSTHERESPONDENTSWEREAGED18YEARSOROLDERANDREPRESENTEDVARIOUSETHNICITIESTHISSTUDYDETERMINEDWHICHTYPESOFMARKETINGACTIVITYAREMOSTEFFECTIVEINATTRACTINGPATIENTSTHROUGHTHESOCIALMEDIAVENUEFACEBOOKTHEMAJORITYOFTHESURVEYITEMSWEREFORMATTEDBASEDONA5POINTLIKERTTYPESCALERESULTSEIGHTYTWOPERCENTOFTHERESPONDENTSCONSIDEREDTHEMSELVESTOBEACTIVEFACEBOOKUSERSFORTYPERCENTINDICATEDALIKELIHOODOFVISITINGANORTHODONTISTSFACEBOOKPAGEBEFORERECEIVINGTREATMENTATHISORHERPRACTICE,WITHAPPROXIMATELY35INDICATINGTHATTHEFACEBOOKPAGEWOULDBEANIMPORTANTFACTORINTHEIRDECISIONTHERESPONDENTSINDICATEDTHATTHEREWEREKEYELEMENTSOFFACEBOOKTHATWOULDATTRACTTHEIRATTENTIONANDHELPTHEMTOMAKETHEIRDECISIONABOUTWHERETORECEIVETREATMENTCONSUMERSINDICATEDTHATTHEMOSTIMPORTANTFACEBOOKMARKETINGCOMPONENTSINORDEROFIMPORTANCEARE1ANORTHODONTISTSCREDENTIALS2BEFOREANDAFTERPHOTOGRAPHS3CONSUMERFOCUSEDCONTENTAND4THEORTHODONTISTSPHOTOGRAPHADDITIONALCOMPONENTSTHATAREEFFECTIVEINCLUDEALINKTOTHEPRACTICESELGINELUCIDATEDTHEFACTORSAFFECTINGPATIENTSELECTIONOFANORTHODONTICPRACTICEBYSURVEYING210INDIVIDUALSELGINFOUNDTHATTHEMOSTIMPORTANTFACTORSINFLUENCINGTHEDECISIONAREBEINGMADETOFEELCOMFORTABLE,ACARINGATTITUDEOFTHEPRACTITIONER/STAFF,CLEARCOMMUNICATIONFROMTHEPRACTITIONER/STAFF,ANDACLEANOFFICETHELEASTIMPORTANTFACTORSWEREREPORTEDTOBEOFFICEAMENITIES,WHICHMAYINCLUDEREFRESHMENTS,VIDEOGAMES,ANDWIFIRESPONDENTSALSOINDICATEDTHATDOCTORDEMOGRAPHICS,SUCHASAGE,SEX,RELIGION,ANDETHNICITY,WEREDEEMEDASUNIMPORTANTBEDAIRETALPERFORMEDANON–CONSUMERBASEDSTUDYTODETERMINEORTHODONTISTSOPINIONSOFTHEFACTORSTHATINFLUENCEAPATIENTSCHOICEOFPRACTITIONERTHESTUDYCONCLUDEDTHATORTHODONTISTSBELIEVETHATTHEFACTORSAFFECTINGTHECHOICEMADEBYADULTPATIENTSAREADOCTORWHOMAKESYOUFEELCOMFORTABLE,ADOCTORWITHACARINGATTITUDE,ANDTHEDOCTORSOVERALLREPUTATIONSIMILARLY,ORTHODONTISTSFELTTHATTHEFACTORSAFFECTINGTHEDECISIONOFTHEPARENTSOFADOLESCENTSAREADOCTORWITHACARINGATTITUDE,ADOCTORWHOMAKESYOUFEELCOMFORTABLE,ANDASTAFFWITHACARINGATTITUDEARECENTARTICLEBYJORGENSENPROVIDESRECOMMENDATIONSFORORTHODONTISTSINTERESTEDINUSINGSOCIALMEDIATOPROMOTETHEIRPRACTICESHOWEVER,THISWORKWASBASEDONTHEAUTHORSOPINIONANDEXPERIENCERATHERTHANONDATAHESTATESTHATTHEPURPOSEOFSOCIALMEDIAMARKETINGISTOBRINGNEWPATIENTSINTOTHEPRACTICEFAMILIESOFTENREALIZETHENEEDFORORTHODONTICTREATMENTAND,WHETHERORNOTTHEYAREGIVENAREFERRAL,THEYBEGINASEARCHFORANYRECOMMENDATIONSORCOMPLAINTSFROMFORMERPATIENTSAFACEBOOKPAGECANBEUSEFULINALLOWINGTHEPROSPECTIVEPATIENTTOWITNESSTHEINTERACTIONSHAPPENINGONTHEFACEBOOKPAGEINCLUDINGFACEBOOKLIKESANDRECOMMENDATIONSANDITISIMPORTANTTOMAKEALINKTOTHEPRACTICESWEBSITECLEARANDPRESENTSOTHATTHEPOTENTIALPATIENTCANREFERENCETHISCOMPONENTOFTHEONLINEPRESENCEASWELLNOSTUDYHASSOUGHTTODETERMINEWHICHASPECTSOFSOCIALMEDIAMARKETINGTHROUGHFACEBOOKAREMOSTVALUABLEASDETERMINEDBYTHECONSUMERTHEPRESENTSTUDYSOUGHTTOMEETTHISNEEDBYEXPLORINGASPECTSOFAFACEBOOKPAGETHEPURPOSEOFTHISSTUDYWASTODETERMINEWHICHASPECTSOFAFACEBOOKPAGEAREMOSTIMPORTANTTOTHECONSUMERANDAREMOSTEFFECTIVEFROMAMARKETINGSTANDPOINT2METHODSANDMATERIALSASURVEYCONTAINING35ITEMSREGARDINGRESPONDENTSDEMOGRAPHICS,FACEBOOKUSAGE,FACEBOOKPAGECONTENT,ANDOBJECTIVERATINGSOFORTHODONTICPRACTICES

簡(jiǎn)介：DIGITALSIGNALPROCESSING202010442–453CONTENTSLISTSAVAILABLEATSCIENCEDIRECTDIGITALSIGNALPROCESSINGWWWELSEVIERCOM/LOCATE/DSPANOVELCRTBASEDWATERMARKINGTECHNIQUEFORAUTHENTICATIONOFMULTIMEDIACONTENTSJAGDISHCPATRAA,?,AKARTHIKA,CEDRICBORNANDBASCHOOLOFCOMPUTERENGINEERING,NANYANGTECHNOLOGICALUNIVERSITY,NANYANGAVENUE,SINGAPOREBHEIGVD,UNIVERSITYOFAPPLIEDSCIENCES,YVERDONLESBAINS,SWITZERLANDARTICLEINFOABSTRACTARTICLEHISTORYAVAILABLEONLINE28JULY2009KEYWORDSDIGITALWATERMARKINGCHINESEREMAINDERTHEOREMSINGULARVALUEDECOMPOSITIONDIGITALWATERMARKINGTECHNIQUESHAVEBEENPROPOSEDASASOLUTIONTOTHEPROBLEMOFCOPYRIGHTPROTECTIONOFMULTIMEDIADATAINTHISPAPER,WEPROPOSEANOVELCHINESEREMAINDERTHEOREMCRTBASEDTECHNIQUEFORDIGITALWATERMARKINGTHEUSEOFCRTFORTHISPURPOSEPROVIDESADDITIONALSECURITYALONGWITHRESISTANCETOSOMEFAMILIARATTACKSWEHAVESHOWNTHATTHISTECHNIQUEISQUITERESILIENTTOADDITIONOFTHENOISEWEHAVECOMPAREDPERFORMANCEOFTHEPROPOSEDTECHNIQUEWITHRECENTLYREPORTEDTWOSINGULARVALUEDECOMPOSITIONSVDBASEDWATERMARKINGTECHNIQUESANDSHOWNITSSUPERIORPERFORMANCEINTERMSOFTAMPERINGASSESSMENTFUNCTIONTAF,COMPUTATIONALEFFICIENCYANDPEAKSIGNALTONOISERATIOPSNRFOREXAMPLE,THEEMBEDDINGTIMEOFTHEPROPOSEDCRTBASEDSCHEMEIS6AND3TIMESFASTERTHANTHESVDBASEDSCHEMES1AND2,RESPECTIVELYTHISTECHNIQUECANALSOBEAPPLIEDTODOCUMENT,AUDIOANDVIDEOCONTENTS?2009ELSEVIERINCALLRIGHTSRESERVED1INTRODUCTIONTODAY’SINFORMATIONDRIVENECONOMYISDOMINATEDBYTHETREMENDOUSGROWTHOFTHEINTERNETANDEXPLOSIONOFDAYTODAYDATAPROCESSINGWITHHUGEAMOUNTOFMULTIMEDIADATAEASYAVAILABILITYOFCONTENTEDITINGSOFTWARE,MOBILEANDCOMPACTDIGITALDEVICESANDTHEINTERNET,MAKETHEDIGITALLIFESTYLEOFCOMMONMANQUITEDIFFERENTFROMTHATOFFEWYEARSAGODIGITALMULTIMEDIACONTENTS,EG,TEXT,IMAGE,VIDEOANDAUDIO,CANBEEASILYALTERED,STOREDORTRANSMITTEDTOANYPOINTOFTHEGLOBEINSTANTLYHOWEVER,MULTIMEDIADIGITALCONTENTOWNERSARESKEPTICALOFPUTTINGTHEIRCONTENTONTHEINTERNETDUETOLACKOFINTELLECTUALPROPERTYPROTECTIONAVAILABLETOTHEMINORDERTOADDRESSTHISSITUATION,DIGITALWATERMARKINGISINDEEDONEOFTHESOLUTIONSTOPROTECTTHEOWNERSHIPOFTHESECONTENTSINDIGITALWATERMARKINGTECHNIQUES,SOMEDIGITALSIGNATURETHATISUNIQUETOTHEOWNERORCOPYRIGHTINFORMATIONISEMBEDDEDINTOTHEHOSTMULTIMEDIACONTENTTHESIGNATUREEMBEDDEDREMAINSINVISIBLEANDIMPERCEPTIBLEANDCANNOTBEREMOVEDEASILYEVENUNDERCERTAINMANIPULATIONS,EG,ADDITIONOFNOISE,COMPRESSION,TAMPERINGANDSCALINGOPERATIONSONLYTHEAUTHORIZEDRECIPIENTOFTHEDIGITALCONTENTCANEXTRACTTHEWATERMARKFROMTHEWATERMARKEDCONTENTWITHTHEKNOWLEDGEOFSOMEKEYINFORMATIONINTHISWAYSECURITY,CONTENTINTEGRITYANDINTELLECTUALPROTECTIONCANBEPROVIDEDTOTHEOWNERINTHISDIRECTION,STARTINGFROMMID1990,SEVERALRESEARCHERSHAVEREPORTEDMANYWATERMARKINGTECHNIQUESINSPATIALANDTRANSFORMDOMAINS1–3SOMEIMPORTANTPROPERTIESOFANEFFECTIVEWATERMARKINGSCHEMEARE1–3IIMPERCEPTIBILITYTHERESHOULDNOTBEANYNOTICEABLEDIFFERENCEBETWEENAWATERMARKEDCONTENTANDTHEORIGINAL,IIROBUSTNESSTHEEMBEDDEDWATERMARKSHOULDBEABLETOWITHSTANDTOSOMEEXTENTOFCONTENTMANIPULATIONANYATTEMPTTODESTROYAWATERMARKSHOULDALSOVOIDTHEWATERMARKEDCONTENTANDIIITRUSTWORTHINESSNOOTHERWATERMARKOTHERTHANTHEEMBEDDEDWATERMARKSHOULDBEEXTRACTEDCORRESPONDINGAUTHOREMAILADDRESSESASPATRANTUEDUSGJCPATRA,AL0001IKNTUEDUSGAKARTHIK,CEDRICBORNANDHEIGVDCHCBORNAND10512004/–SEEFRONTMATTER?2009ELSEVIERINCALLRIGHTSRESERVEDDOI101016/JDSP200907004444JCPATRAETAL/DIGITALSIGNALPROCESSING202010442–453FIG1WATERMARKINGSCHEME1THECHANGEINRANKRESULTSINASHIFTEDPANDAINTHEEXTRACTEDWATERMARKAORIGINAL1616WATERMARK,BEXTRACTED1616WATERMARK,CDIFFERENCEBETWEENORIGINALANDEXTRACTEDWATERMARKSFOREMBEDDINGWATERMARKBITSTHISRELIANCECAUSESTHESCHEMETOBELESSRESISTANTTOATTACKS,WHICHALTERSTHERANKOFTHEIMAGEBLOCKSTHEHOSTIMAGEISAGREYSCALEIMAGEANDTHEWATERMARKISABINARYIMAGEFIRST,THEHOSTIMAGEISDIVIDEDINTOBLOCKSOFNNPIXELSASINGLEWATERMARKBITISEMBEDDEDINABLOCKTHEBLOCKSARECHOSENRANDOMLYUSINGAPSEUDORANDOMNUMBERGENERATORPRNGBASEDONTHEIRRANKTHEBLOCKSWITHHIGHERRANKSARESELECTEDFIRSTBEFORETHOSEOFLOWERRANKSINORDERTOEMBEDAWATERMARKBITINABLOCKTHEFOLLOWINGPROCEDUREISADOPTEDWEFIRSTPERFORMASVDTRANSFORMATIONONTHESELECTEDBLOCKLETC1ANDC2DENOTETHESECONDANDTHETHIRDELEMENTSU21ANDU31OFTHEFIRSTCOLUMNOFUMATRIX,RESPECTIVELYTHEEMBEDDINGRULESAREASFOLLOWSTOEMBEDAWATERMARKBIT‘1,’THEVALUEOFC1?C2SHOULDBEPOSITIVEANDITSMAGNITUDEISGREATERTHANASTRENGTHFACTOR,SIFTHISCONDITIONISNOTSATISFIED,C1ANDC2AREMODIFIEDASC?1ANDC?2,RESPECTIVELY,ANDAREGIVENBYC?1AS/2,C?2A?S/2,2WHEREA|C1||C2|/2TOEMBEDAWATERMARKBIT‘0,’THEVALUEOFC1?C2SHOULDBENEGATIVEANDITSMAGNITUDEISGREATERTHANTHESTRENGTHFACTOR,SIFTHISCONDITIONISNOTSATISFIED,C1ANDC2ARERESPECTIVELYMODIFIEDASC?1ANDC?2GIVENBYC?1A?S/2,C?2AS/23TORECONSTRUCTTHEWATERMARKEDBLOCK,ANINVERSESVDTRANSFORMATIONISPERFORMEDONTHEMODIFIEDUMATRIXWITHTHEORIGINALDANDVMATRICESTHISWATERMARKEDBLOCKTHENREPLACESTHEORIGINALSELECTEDBLOCKINTHEHOSTIMAGETHISEMBEDDINGPROCESSISREPEATEDUNTILALLTHEWATERMARKBITSHAVEBEENEMBEDDEDINTHISSCHEME,THESELECTIONOFIMAGEBLOCKSBASEDONHIGHERRANKSWOULDLOWERTHEDISTORTIONLEVELOFTHEWATERMARKEDIMAGEHOWEVER,THERANKISNOTARELIABLEFEATUREASITISNOTSTABLETHERANKOFTHESELECTEDBLOCKCOULDCHANGEAFTERMODIFICATIONSAREMADETOTHEELEMENTSC1ANDC2THEREFORE,WITHOUTANYTAMPERINGTOTHEWATERMARKEDIMAGE,THEEXTRACTEDWATERMARKCOULDBECORRUPTEDDUETOACHANGEINRANKOFTHEBLOCKFIG1SHOWSTHECORRUPTIONOFTHEEXTRACTEDWATERMARKDUETOCHANGESINRANKINGENERAL,WHENTHESTRENGTHFACTORINCREASES,THELIKELIHOODOFCHANGINGOFTHERANKOFABLOCKINCREASESTHISLEADSTOAHIGHERLEVELOFCORRUPTIONANDDISTORTIONINTHEWATERMARKANDWATERMARKEDIMAGE,RESPECTIVELYTHEINITIALSTEPSOFTHEEXTRACTIONPROCEDUREARESIMILARTOTHATOFTHEEMBEDDINGPROCESSUPTOANDINCLUDINGTHESELECTIONOFTHECOEFFICIENTSC1ANDC2THEVALUEOFC1?C2DETERMINESTHEVALUEOFTHEEXTRACTEDWATERMARKBITAPOSITIVEDIFFERENCEINDICATESTHATTHEWATERMARKBITISA‘1’WHEREAS,ANEGATIVEDIFFERENCEWOULDIMPLYTHATAWATERMARKBIT‘0’ISEXTRACTED22WATERMARKINGSCHEME2THEEMBEDDINGPROCEDUREOFTHESCHEMEPROPOSEDBYPATRAETAL15ISANIMPROVEDVERSIONOFSCHEME1THEHOSTIMAGEISDIVIDEDINTOANUMBEROFSUPERBLOCKSTHATISEQUALTOTHENUMBEROFWATERMARKBITSFROMEACHSUPERBLOCK,ASUBBLOCKISSELECTEDWHICHISTRANSFORMEDVIASVDTOEMBEDTHEWATERMARKINSTEADOFEMBEDDINGEXCLUSIVELYINTHEUMATRIX,THEVMATRIXISALSOUTILIZEDACOUNTERISINTRODUCEDTOALLOWRANDOMSELECTIONOFEMBEDDINGTHEWATERMARKBITINEITHERUORVMATRIXTOIMPROVETHESECURITYANDROBUSTNESSINADDITION,THECOEFFICIENTSC1ANDC2ARESELECTEDRANDOMLYFROMTHEFIRSTCOLUMNOFTHEUORVMATRICESUSINGAPRNGTHISFLEXIBILITYGIVESANEDGEOVERTHESCHEMEPROPOSEDBYCHANGETAL14,ASMALICIOUSTAMPERINGCANNOTBETARGETEDATTHETWOMODIFIEDCOEFFICIENTSDUETOTHEIRRANDOMSELECTIONHOWEVER,TOMINIMIZETHEDISTORTIONTOTHEWATERMARKEDIMAGE,THEPOSITIONOFC2MUSTBECONSECUTIVETOC1EXPERIMENTSSHOWTHATTHEWATERMARKEDIMAGEQUALITYREDUCESASTHEDISTANCEBETWEENTHEMODIFIEDCOEFFICIENTSISINCREASEDTHEMODIFICATIONSOFC1ANDC2ARESIMILARTOTHEPROCEDUREINSCHEME1THERECONSTRUCTIONOFTHENEWBLOCK,REPLACEMENTOFTHEBLOCKINTOTHEIMAGE,ANDEXTRACTIONPROCEDUREAREALSOSIMILARTOTHATOFSCHEME1THISSCHEMEREMOVESTHERELIANCEONRANKANDALSOIMPROVESSECURITYBYUSINGRANDOMSELECTIONOFCOEFFICIENTSFOREMBEDDINGTHEWATERMARKBITSTHEWEAKNESSOFTHISSCHEMEISTHATTHEROBUSTNESSOFTHESCHEMEISINVERSELYPROPORTIONAL

簡(jiǎn)介：6300英文單詞，英文單詞，33萬英文字符，中文萬英文字符，中文10800字文獻(xiàn)出處文獻(xiàn)出處BERTHONPR,PITTLF,PLANGGERK,ETALMARKETINGMEETSWEB20,SOCIALMEDIA,ANDCREATIVECONSUMERSIMPLICATIONSFORINTERNATIONALMARKETINGSTRATEGYJBUSINESSHORIZONS,2012,553261271MARKETINGMEETSWEB20,SOCIALMEDIA,ANDCREATIVECONSUMERSIMPLICATIONSFORINTERNATIONALMARKETINGSTRATEGYPIERRERBERTHON,LEYLANDFPITT,KIRKPLANGGER,DANIELSHAPIROABSTRACTTHE21STCENTURYHASBROUGHTBOTHOPPORTUNITIESANDCHALLENGESINOURGLOBAL,BOUNDARYLESSWORLDIMPORTANTLY,MANAGERSFACEADYNAMICANDINTERCONNECTEDINTERNATIONALENVIRONMENTASSUCH,21STCENTURYMANAGERSNEEDTOCONSIDERTHEMANYOPPORTUNITIESANDTHREATSTHATWEB20,SOCIALMEDIA,ANDCREATIVECONSUMERSPRESENTANDTHERESULTINGRESPECTIVESHIFTSINLOCIOFACTIVITY,POWER,ANDVALUETOHELPMANAGERSUNDERSTANDTHISNEWDISPENSATION,WEPROPOSEFIVEAXIOMS1SOCIALMEDIAAREALWAYSAFUNCTIONOFTHETECHNOLOGY,CULTURE,ANDGOVERNMENTOFAPARTICULARCOUNTRYORCONTEXT2LOCALEVENTSRARELYREMAINLOCAL3GLOBALEVENTSARELIKELYTOBEREINTERPRETEDLOCALLY4CREATIVECONSUMERS’ACTIONSANDCREATIONSAREALSODEPENDENTONTECHNOLOGY,CULTURE,ANDGOVERNMENTAND5TECHNOLOGYISHISTORICALLYDEPENDENTATTHEHEARTOFTHESEAXIOMSISTHEMANAGERIALRECOMMENDATIONTOCONTINUALLYSTAYUPTODATEONTECHNOLOGY,CUSTOMERS,ANDSOCIALMEDIATOIMPLEMENTTHISMANAGERIALRECOMMENDATION,MARKETERSMUSTTRULYENGAGECUSTOMERS,EMBRACETECHNOLOGY,LIMITTHEPOWEROFBUREAUCRACY,TRAINANDINVESTINTHEIREMPLOYEES,ANDINFORMSENIORMANAGEMENTABOUTTHEOPPORTUNITIESOFSOCIALMEDIAKEYWORDSINTERNATIONALMARKETINGSTRATEGYSOCIALMEDIAWEB20CREATIVECONSUMERSTECHNOLOGY1OURCONSTANTLYCHANGINGWORLDREMEMBERTHEHEADYDAYSOFWEB10INONETECHNOLOGICALTSUNAMI,CONSUMERSWORLDWIDEWEREABLETOINTERACTWITHFIRMSANDEACHOTHERONTHEMULTIMEDIAPLATFORMTHATBECAMEKNOWNASTHEWORLDWIDEWEBTHEGREATMAJORITYOFEARLYCOMPANYWEBSITESWERELITTLEMORETHANWHATCAMETOBETERMED‘BROCHUREWARE,’ASORGANIZATIONSRUSHEDTOHAVEANINTERNETPRESENCEBYCONVERTINGTHEIRCORPORATEBROCHURESTOSIMPLEWEBSITESYET,THISONLINEPRESENTATIONEVOLVEDRAPIDLYTOONLINECOORDINATIONANDCOMMERCE,WITHCONTENTSPANNINGFROMENTERTAINMENTTOEDUCATIONCOMPANIESSAWTHEWEBASTHENEWELDORADOANDQUICKLYCOLONIZEDTHESPACEHOWEVER,THEWORLDCHANGEDYETAGAINJUSTASORGANIZATIONSBEGANTOFEELTHATTHEYUNDERSTOODANDHADTAKENCONTROLOFTHEINTERNET,ALONGCAMEAWAVEOFNEWTECHNOLOGIESTHATCHANGEDCULTURALNORMSANDINNOVATIVEPRAXESTHATEFFECTIVELYRENDEREDMANYMANAGERSCONFUSEDANDHELPLESSTHISISPARTICULARLYTRUEFORMARKETINGEXECUTIVESCHARGEDWITHFORMULATINGANDIMPLEMENTINGMARKETINGSTRATEGIESINTERNATIONALLY–INAWORLDWHERECONSUMERTIMEZONESHAVEBECOMEINVISIBLEANDCOMMUNICATIONIMMEDIATEINTHISARTICLE,WEPROVIDEABRIEFOVERVIEWOFWEB20,SOCIALMEDIA,ANDCREATIVECONSUMERS,ANDEXPLORETHECHALLENGESANDOPPORTUNITIESTHATTHESEPHENOMENAPRESENTTOMANAGERSGENERALLYANDTOINTERNATIONALMARKETERSANDTHEIRSTRATEGIESINPARTICULARWEALSOSHOWTHATTHESEPHENOMENAHAVESPECIFICANDUNIQUEIMPLICATIONSFORINTERNATIONALMARKETINGSTRATEGY,ANDWEPROVIDEFIVEAXIOMSTOAIDINTERNATIONALMARKETERSINEXPLOITINGTHEUPSIDEOFTHESEPHENOMENAWHILELIMITINGTHECONSIDERABLEDOWNSIDETHATCANOCCURFARTOOEASILY2WEB20,SOCIALMEDIA,ANDCREATIVECONSUMERSTHINGNEWINANDOFITSELFENABLEDBYTECHNOLOGYTOASSUAGETHEUNQUENCHABLETHIRSTFORINFORMATION,ITISCONSUMERSWHOHAVEEXPLOITEDTHEWEB20PLATFORMINSTEADOFMERELYRETRIEVINGINFORMATIONASWASTHECASEINTHEEARLYSTATEOFTHEWORLDWIDEWEB,CONSUMERSNOWBOTHCREATEANDCONSUMEINFORMATIONTHESENEWERINTERACTIVEWEBSITESPROVIDEARICHERCONTEXTTOUSERSBYMEANSOFUSERFRIENDLYINTERFACESTHATENCOURAGEANDFACILITATEPARTICIPATIONTAPSCOTTANDWILLIAMS2007CONTENDTHATTHEECONOMYOF‘THENEWWEB’DEPENDSONMASSCOLLABORATIONWITHECONOMICDEMOCRACYASANOUTCOMEWEB20HASHADTWOMAINCONSEQUENCESOFIMPORTANCETOGLOBALMARKETERSFIRST,ITHASGIVENRISETOWHATHASBEENTERMED‘SOCIALMEDIA,’ANDSECOND,ITHASALLOWEDTHEPHENOMENONTHATHASBEENTERMED‘CREATIVECONSUMERS’TOFLOURISH22CREATIVECONSUMERSCREATIVECONSUMERSARETHENEWLOCUSOFVALUEINWEB20ITISTHEY–RATHERTHANFIRMS–WHOPRODUCEMUCHOFTHEVALUEADDEDCONTENTINSOCIALMEDIA,ANDITISTHEIRNETWORKSOFFRIENDSANDASSOCIATESTHATCONSTITUTETHESOCIALCREATIVECONSUMERSARETHEDYNAMOSOFTHISNEWMEDIAWORLDWHILETHEMARKETPLACEOFTENREFERSTOSOCIALMEDIAASUSERGENERATEDCONTENTUGCORCONSUMERGENERATEDMEDIACGM,ITISIMPORTANTTODISTINGUISHBETWEENTHEMEDIAANDTHECONSUMERSTHEMEDIAEG,YOUTUBE,FACEBOOK,TWITTERAREESSENTIALLYVEHICLESFORCARRYINGCONTENTTHISCONTENT–INTHEFORMOFWORDS,TEXT,PICTURES,ANDVIDEOS–ISGENERATEDBYMILLIONSOFCONSUMERSAROUNDTHEWORLD,ANDFROMAMARKETER’SPERSPECTIVECANINDEEDBEINSPIREDTOCREATEVALUEMUNIZFOREXAMPLEONFACEBOOKORTWITTERITTHENPROGRESSESTOCONSUMERSCREATINGSTRUCTUREDREVIEWSANDEVALUATIONSINTEXTORVIDEONEXT,CONSUMERSBECOMEINVOLVEDINTHEPROMOTIONORDEMOTIONOFBRANDSTHROUGHSELFCREATEDADVERTISINGVIDEOSBERTHON,PITT,MOLLICK,200523SOCIALMEDIASOCIALMEDIACOMPRISEBOTHTHECONDUITSANDTHECONTENTDISSEMINATEDTHROUGHINTERACTIONSBETWEENINDIVIDUALSANDORGANIZATIONSKIETZMAN,HERMKENS,MCCARTHY,THEREISASHIFTFROMTHEINDIVIDUALTOTHE

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