Introduction User Generated Media

User Generated Media (UGM) are widely used as promotion mean in current world. UGM attract many people to their web sites by change the electronic media consumption habits of users. UGM web sites are expanding at 30 percent per annum. However their influence on the world at large is still unclear. But fundamentally they change the world of entertainment, communication, and information, particularly thanks to their self-sustaining nature and ever-growing audience size (Shao, 2009). This development has result in increasing internet usage among young generation thereby change their media behavior. Even though UGM is new addiction for us, marketers and advertisers have to think about UGM’s affection to their users’ media behavior or usage.

Shao (2009) highlight that Yahoo and AOL have seemed like UGM in the 1990s. Later UGM have evolved to encompass blogs, wikis, picture sharing, video sharing, social networking and other user-generated web sites. Some of them like Facebook, Myspace and Hi5 is a free-access social networking website that facilitate to conduct social relationship using internet platform/world wide web; some like You Tube is a video sharing website where users can upload, view and share video clips; still others like Wikipedia function as collective gathering of information (Shao, 2009).

Will be continued......................