Amazon.com, Inc. is a Seattle-based technology company best known for operating the largest online storefront in the world (by revenue). The company was founded in 1994 (in the midst of the "Dot Com Bubble") as an online storefront for books and related media. The company called itself "Earth's Biggest Bookstore," and from the beginning their value proposition focused on their sheer volume and variety of products. Their original TV advertisements featured a pair of employees measuring famous large buildings (such as the Colosseum in Rome) and concluding that these spaces were not big enough to hold the company's inventory. Amazon began reselling many different kinds of products in 1998, and for several years struggled to re-brand themselves as more than just a bookstore.

d. Which of the following best describes a strategy in which a company encourages consumers to leave ratings on their Amazon storefronts in order to increase the likelihood that their products will appear in searches on Amazon.com?

Group of answer choices

Email marketing

SEO

Integrated marketing communications

Search advertising

Content marketing

Customer-generated marketing