Consumer generated Ads Does awareness of advetising co creation help or hurt persuation
Material type: Mixed materialsPublication details: 2013Description: 33-47Subject(s): NLM classification:- 659.1
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.