Consumer generated Ads Does awareness of advetising co creation help or hurt persuation

By:

THOMPSON, DEBORA V

Contributor(s):

MALAVIYA, PRASHANT

Material type:

Mixed materialsPublication details: 2013Description: 33-47Subject(s):

ADVERTISING

NLM classification:

659.1

In: JOURNAL OF MARKETINGMSummary: Companies increasingly involve consumers in the process of developing and other marketing actions. An important question that has not been explored is whether brands benefit from communicating to consumers who had not been involved in the co-creation process that a target ad was developed by a fellow consumer. The authors propose a skepticism identification model of ad creator influence, which hypothesizes that disclosing to an audience that an ad was created by a consumer triggers two opposing effects: skepticism about the competence of the ad creator and identification with the ad creator.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/3	Available		P14948

Companies increasingly involve consumers in the process of developing and other marketing actions. An important question that has not been explored is whether brands benefit from communicating to consumers who had not been involved in the co-creation process that a target ad was developed by a fellow consumer. The authors propose a skepticism identification model of ad creator influence, which hypothesizes that disclosing to an audience that an ad was created by a consumer triggers two opposing effects: skepticism about the competence of the ad creator and identification with the ad creator.

There are no comments on this title.

to post a comment.

Back to results

1 Microeconomic theory
by SALVATORE, Dominick
2 Microeconomics
by SALVATORE, Dominick
3 Principles of microeconomics
by SALVATORE, Dominick