Web 2.0 and Consumer Content


Call for chapters on Consumer Generated Content: Utilizing Web 2.0 Technologies and Applications, a book edited by Sue Godar and S. Pixy Ferris; Proposal deadline 15 Sep 2007

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Consumer Generated Content: Utilizing Web 2.0 Technologies and Applications

** Chapter Proposals Due: Sept. 15, 2007 – or Earlier**
** Full Chapters Due: Jan. 31, 2008 – or Earlier**

The corporate world is changing rapidly and significantly due to advances in technology and digital media. In the past decade, consumers have had an increasing impact on marketing through such peer-to-peer technologies as blogs, podcasts, videos, etc. Marketing is rapidly changing due to consumer-generated content. One cannot pick up a copy of Advertising Age magazine without reading about the changing landscape. No longer can marketers control the image of their brands, no longer are theirs the only words with wide distribution. Some companies are even trying to encourage consumers to create content. This phenomenon has been widely reported in the popular press. Time magazine even gave “us,” the consumers generating this content, its Time Person of the Year accolade.

Called Web 2.0 or the Idea Agora, this shift in control of marketing information is very important to businesses. But, while it is very heavily covered in the popular press, no academic books have been published on it. We propose to change that by gathering papers that will explore this from the perspectives of marketing, communication, anthropology, law, and economics. We cordially invite you to submit your proposal for a chapter for this book. If you have ideas relating to Web 2.0 and its impact, please feel free to discuss your ideas with us. We would be honored to have you as one of our authors!


NOTE: Topics are NOT limited to the following. The following topics are meant to give you an idea of the type and categories of topics. Please feel free to create your own headings/topics and feel free to discuss any of them with the editors.

  • Is there a “Generation C”, i.e. who are content generators?
  • Brand image control with Consumer generated Content
  • Ethics and Consumer generated Content
  • Tools and techniques – including hardware and software to support these technologies
  • Measuring Consumer generated Content
  • Trust and Consumer generated Content
  • New Product Development via Consumer generated Content
  • Impact on traditional advertising media
  • Economic impact
  • Legal implications for consumers and businesses
  • Positive versus negative Consumer generated Content
  • Impact of information overload
  • Issues in corporate sponsorship of Consumer generated Content

We are interested in empirical and conceptual viewpoints, as well as case studies.


Researchers and practitioners are invited to submit Word documents electronically on or before Sept. 15, 2007, a 2-5 page proposal outlining the title and abstract of your potential chapter contribution to this book. Completed chapters are also welcomed. Authors of accepted proposals would be notified (electronically) by Oct. 15, 2008 regarding the acceptance of their proposal and sent chapter organizational guidelines. Full chapter drafts must be received electronically by Jan. 31, 2008. They will be subject to a double-blind peer review. Revised chapters will be due no later than Apr. 22, 2008. The book is scheduled to be published by IGI Global (formerly Idea Group Inc.), www.igi-pub.com, publisher of the “IGI Publishing” (formerly Idea Group Publishing) “Information Science Publishing,” “IRM Press”, “CyberTech Publishing,” and “Information Science Reference” (formerly Idea Group Reference) imprints in 2008.

Inquiries and Submissions can be forwarded to Sue Godar at godars@wpunj.edu or S.Pixy Ferris at ferriss@wpunj.edu