What are brand exchanges created by consumers called?

Brand exchanges created by consumers are termed consumer-generated marketing. This concept refers to the process whereby consumers actively contribute to the creation and dissemination of brand-related content. This can include reviews, social media posts, videos, and other forms of user-generated content that influence brand perception and consumer behavior.

In this context, consumer-generated marketing is particularly significant in the digital age, where platforms allow consumers to share their experiences and opinions widely. This involvement can enhance brand awareness, build community, and even drive sales, as potential customers often trust peer reviews and authentic user experiences more than traditional advertising.

The other terms, while related to marketing concepts, do not specifically denote the exchanges influenced or created primarily by consumers. Brand loyalty is focused on the consumers' commitment to repurchase or continue using a brand. Peer marketing generally refers to techniques that encourage individuals to share brand messages with their peers but lacks the active engagement aspect conveyed by consumer-generated content. Direct marketing is a strategy for reaching consumers directly through various channels, typically involving promotional material rather than consumer-generated exchanges.