Consumer-generated Advertising Research Articles

Stimuli for Individual Motivation of Consumer-Generated Advertising in Social Media

Stimuli for Individual Motivation of Consumer-Generated Advertising in Social Media

Impact of Social Media on Consumer Buying Pattern

This study examines consumer-generated advertising (CGA) impacts on consumer attitudes, and behaviors for interacting with social media features and passing along electronic word-of-mouth. Participants viewed a video advertisement on YouTube, framed as either a consumer-generated or firm-generated advertisement, to determine effects of source credibility with different levels of product involvement. Need for cognition (NFC) also was examined. Analysis revealed consumers as source significantly enhanced advertising attitudes and interactivity behaviors

IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING PATTERN

Objectives: To investigate the impact of Consumer-Generated Advertising on the attitudes and behaviours of consumers for the purpose of interacting with social media features and sharing of electronic word-of-mouth.Methodology: Descriptive research methodology was adopted for the current study. A convenience sampling technique was adopted and a total of 65 responses were collected from students and working professionals. Based on the objectives of the research a structured questionnaire was designed with five points Likert scale. The data collected was analysed with the help of SPSS. Descriptive Statistics, KMO test for sampling adequacy, and Exploratory Factor Analysis were adopted for data analysis.Findings: As per the inferences gathered, it is evident that consumers perceived the video advertisements on YouTube and framed them as consumer-generated or firm-generated advertisements, for the purpose of determining the effects of the credibility of the source, with various levels of product involvement. The research results indicated, individual consumers as a source credibly enhanced the attitudes and behaviours of advertisements.Application: The study provides insights for business leaders and managers, to take the initiatives to influence consumers to develop significantly positive attitudes and behaviors towards the firm’s advertisements.

Branding Co-Creation with Consumer-Generated Advertising: Effect on Creators and Observers

Of the social media tools available to brand managers, consumer-generated advertising (CGA) has attractive features combining consumer-generated content, social media advertising, and online interactive marketing campaigns. However, only a small number of customers actively participate in co-creation of CGA. Based on social presence theory and service-dominant logic conceptualization, we examined CGA observers, knowledgeable and attentive viewers of value co-creation processes who do not directly participate in value co-creation. In two studies, we examined consumer responses to company-driven CGA and found no significant differences between CGA creators, or direct participants, and CGA observers, or indirect participants in the process of involvement with CGA, its antecedents, and its outcomes. Study 1 demonstrated that CGA observers developed positive attitudes toward co-created CGA that influenced their brand loyalty and willingness to participate in the process. Study 2 revealed that both creators’ and observers’ involvement with CGA led to stronger perceptions of competitive advantage, which positively affected brand loyalty and trust. Perceptions of competitive advantage also had a mediation effect.

Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?

This study investigates individuals’ motivations to create sponsored video ads in response to corporate online advertising competitions, and the creative strategies they employ when so doing. The findings from two studies that combined qualitative (42 semi-structured interviews and netnography) and quantitative (content analysis of 1,102 ads) research methods showed that individuals are motivated to produce sponsored video advertising by six factors: learning, enjoyment, self-expression, remuneration, recognition and influencing others. In turn, these motivations can be categorised as intrinsic, extrinsic, rational and affective, leading to a typology of four advertising creators. It was found also that individuals tend to use narrative forms of advertising more when creating commercial ads, and expository forms more when creating nonprofit ads. The study demonstrates that individuals are willing to co-create and transmit brand value by producing sponsored video ads, and have become an essential element of marketing communications in the digital era. Organisations may benefit from sponsored CGA by gathering consumers’ insights, through improved individual-organisation relationships and by obtaining promotional material that might persuade audiences and stimulate online conversations.

Brand-Generated Content (BGC) and Consumer-Generated Advertising (CGA) on Instagram: The Influence of Perceptions on Purchase Intention

Generation Y individuals start to use social media as their primary tools to obtain information about product and brand. One of the most active social media in Indonesia is Instagram. Broadcasting Brand-Generated Content can be the most common marketing strategy that local fashion brands will use on Instagram. However, the previous study shows that online consumers more likely rely on information generated by other consumers (Consumer-Generated Advertising) than generated directly by marketers (Brand-Generated Content) to assist their purchase decision because they perceive consumers will provide more factual information than the advertiser. Hence, this study objective is to know how does Indonesia consumer perceive Brand-Generated Content and Consumer-Generated Advertising that has been used by a fashion brand on Instagram and which one is the most significant to influence consumer purchase intention. The sample consisted of 165 Instagram active users from Jakarta and Bandung whom voluntary agreed to participate in the online survey of this research. Finding confirmed that consumer perception of BGC and CGA has a positive influence on purchase intention on Instagram. The consumer needed BGC because it consists of important factors that could influence them to have the intention to buy: expertise, relevance, reduce risk, positive valence, usefulness, and credibility. Furthermore, the consumer also needed CGA to support the information of product because CGA has homophily and originality factor.
 Keywords: Consumer Perception, Brand-Generated Content, Consumer-Generated Advertising, Purchase Intention, Fashion Brand, Social Media

Involvement in consumer-generated advertising

PurposeThe purpose of this paper is to examine consumer involvement with a popular US-based coffee-shop brand consumer-generated advertising (CGA) and its effect on brand loyalty and trust, to test the influence of antecedents: organizational transparency and brand authenticity on CGA involvement, and to analyze differences among customers and non-customers of the brand.Design/methodology/approachGrounded in the service-dominant logic and signaling theory, a scenario-based survey describing a contest to co-create a video commercial, as CGA, for a prominent US-based coffee-shop brand, yielded 492 responses from recent restaurant patrons. Structural equation modeling was used to test the effects of involvement in CGA on loyalty and trust. Multi-group comparison examined the differences between customers and non-customers of the brand.FindingsInvolvement in CGA had positive effects on loyalty and trust for both brand customers and non-customers. Transparency builds perceptions of brand authenticity; both authenticity and transparency significantly and positively affected trust, but only authenticity influenced loyalty. There was a stronger impact of involvement with CGA on loyalty for non-customers than brand customers. Non-customer perceptions of the brand’s authenticity influenced brand trust more significantly than customer perceptions.Practical implicationsCoffee-shop brand marketers should leverage online and physical brand exposure to involve both customers and non-customers in company-driven CGA, as a relationship management and marketing tool. Marketers should enhance transparency, which builds perceptions of brand authenticity, leading to greater CGA involvement.Originality/valueThis study contributes to hospitality research and literature, revealing that non-customers can be converted to brand customers through authenticity and indirect involvement with CGA, leading to long-term relational outcomes. The results identified consumers’ perception of organizational transparency is an antecedent of brand authenticity and established CGA contests as a relational marketing tool for hospitality brands.

Avoidance of sponsored posts on consumer-generated content: a study of personal blogs

PurposeThis study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs.Design/methodology/approachThis paper empirically tested the proposed hypotheses using the structural equation modelling using a sample of 399 blog users.FindingsThe need for cognition, perceived interactivity and perceived credibility of blogs has been found to directly influence consumers’ attitude towards blogs. Innovativeness has been found to have a weak negative link with the attitude towards blogs. Blog users were more favourable towards the sponsored posts if the blogs were more interactive. Attitude towards blogs has been found to mediate the relationship between users’ perceived interactivity and their avoidance of the sponsored posts and also between perceived credibility and avoidance of the sponsored posts on blogs. The most significant finding of this study is that the positive attitude towards a blog results in a higher avoidance of the sponsored posts.Research limitations/implicationsThis study focuses on the sponsored posts on blogs. It does not look at other forms of advertising on blogs such as banner ads, or other forms of consumer-generated content.Practical implicationsMarketers and bloggers should carefully consider the suitability of the sponsored posts on blogs as they risk alienating the regular users of the blogs. Sponsored posts which are perceived as honest reviews (as opposed to paid advertorials) might be more acceptable to blog users.Social implicationsThis study highlights the importance of credibility of bloggers to blog users. There are some serious ethical issues related to the sponsored posts which have not been discussed here but need to be examined further.Originality/valueThis study represents one of the first attempts to conceptualise and empirically examine how blog users engage with customer-generated advertising – sponsored posts. It contributes to marketing literature by enhancing the understanding of how consumers perceive consumer-generated content and more specifically, with regard to consumer attitudes towards online consumer-generated advertising. This study enhances the theoretical and empirical knowledge on how consumers react to advertisements on social media, with important suggestions for future research and implications for practitioners.

Source Credibility in Consumer-Generated Advertising in Youtube: The Moderating Role of Personality

This research investigates the effects of the big five consumer personality traits on perceptions of source credibility related to consumer-generated advertising (CGA). An online experiment with 175 participants was conducted with viewing of a YouTube video in which source credibility (as firm-generated or consumer-generated) was manipulated. Findings show participants viewed CGA as more credible than firm-generated advertising. CGA positively influenced attitudes toward the ad and brand for consumers with low openness, and positively influenced opinion giving for consumers with high extraversion and low neuroticism. Also, a significant main effect of neuroticism was found. Theoretical and practical implications, and suggestions for future research are discussed.

Advertising in social media: a review of empirical evidence

This article presents an up-to-date review of academic and empirical research on advertising in social media. Two international databases from business and communication studies were searched, identifying 51 relevant studies. The findings of the identified studies were organized by seven emerging themes: use of advertising in social media, attitudes about and exposure to advertising, targeting, user-generated content in advertising, electronic word-of-mouth in advertising, consumer-generated advertising, and further advertising effects. Besides researched topics and major results, year of publication, journal, theoretical framework, research method, sample, measured constructs, and way of analysis were examined regarding each article. The review concludes by providing an agenda for future research.

SNS 소비자제작광고가 구전행위에 미치는 영향 : 소비자 성격요인의 조절작용을 중심으로

SNS 소비자제작광고가 구전행위에 미치는 영향 : 소비자 성격요인의 조절작용을 중심으로

Exploring the impact of consumer generated advertising (CGA) on consumer brand responses

Exploring the impact of consumer generated advertising (CGA) on consumer brand responses

An Exploratory Study on Consumer Generated Advertising (CGA)

An Exploratory Study on Consumer Generated Advertising (CGA)

When Companies Don't Make the Ad: A Multi-­Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising

This four-part multi-method investigation into the under-researched yet increasingly prevalent phenomenon of consumer-generated advertising (CGA) confirms a performance advantage over traditional advertising and suggests a rationale for this differential. CGAs benefit from heightened consumer engagement and increased trustworthiness. CGAs also garner perceived quality advantages that are linked to consumers lowering their expectations and using different evaluation criteria to judge the ad. The ad creator - a personalized, identifiable and relatable entity in the case of CGAs - plays a central role in anchoring and shaping ad reactions. The “consumer-made” characteristic - the fact that CGAs are not made by companies but by independent people - is powerful and stands strong in the face of commercial motives, and presents paradigmatic implications for advertising practice and research.

Advertisements Just Aren't Advertisements Anymore

<h3>ABSTRACT</h3> For this Speaker9s Box, we9ve asked three researchers and thought leaders for their views on the need for a more standardized typology for Internet advertising: Dr. Colin Campbell is a researcher who examines consumer-generated advertising, social media, and consumer engagement. In particular, he has a research and teaching interest in how the Internet affects consumer response to online advertising. Dr. Justin Cohen9s background with the Ehrenberg-Bass Institute brings a strong industry focus. Dr. Junzhao Ma completes the trio with his experience as—and insight into—big-data marketing analysis and research. In the words that follow, Drs. Campbell, Cohen, and Ma pool their intellectual-capital resources to explain the rationale for standardizing Internet advertising terminology and provide a number of useful best-practice examples. Douglas West Professor of Marketing, King9s College London Executive Editor, <i>Journal of Advertising Research</i>

When Companies Don't Make the Ad: A Multimethod Inquiry Into the Differential Effectiveness of Consumer-Generated Advertising

This four-part multimethod investigation into the under researched yet increasingly prevalent phenomenon of consumer-generated advertising (CGA) establishes a performance advantage over traditional advertising and suggests a rationale for this differential. CGAs benefit from heightened consumer engagement and increased trustworthiness. CGAs also garner perceived quality advantages that are linked to consumers lowering their expectations and using different evaluation criteria to judge the ad. The ad creator—a personalized, identifiable, and relatable entity in the case of CGAs—plays a central role in anchoring and shaping ad reactions. The impact of the “consumer-made” characteristic—the fact that CGAs are made not by companies but by independent people—is powerful and stands strong in the face of commercial motives, and presents paradigmatic implications for advertising practice and research.

Health Organizations’ Use of Facebook for Health Advertising and Promotion

ABSTRACTThe purpose of this study is to examine how health organizations use interactive features and social media channels on Facebook to manage their brand for advertising purposes. A content analysis of 1,760 wall comments on health organizations’ Facebook pages reveals that nonprofit health organizations are more active in posting to Facebook than any other health organization examined. However, nonprofit health organizations do not take full advantage of interactive features or other social media channels. Government agencies and schools/universities exhibit the broadest use of interactive features; health care institutions appear more devoted to integrating social media channels with Facebook than the other types of organizations. Overall, health organizations strategically use branding and advertising techniques to manage their image and promote their brands. Still, there is room for improvement to take better advantage of various social media tools for consumer-generated advertising and viral marketing.

When Co-Creation Backfires: The Effect of Disclosing Consumer Source on Advertising Persuasiveness

It is increasingly common for firms to organize contests where consumers are invited to create ads that promote a particular brand. An important consideration in firms’ use of such consumers-generated ads is the expectation that consumers would trust messages created by a fellow consumer and hence be more readily persuaded by them. We test this assumption and examine whether disclosing that an ad was created by a consumer affects its persuasiveness. Our findings show that, counter-intuitively, awareness that an ad is consumer-generated increase skepticism towards the source, and decrease ad and brand evaluations. However, this effect can reversed by factors that increase consumers’ identification with the ad creator. We discuss implications of our research with respect to soliciting consumer input and future research on consumer-generated advertising.

Tracking Back-Talk in Consumer-Generated Advertising

ABSTRACT The advent of inexpensive hardware (video cameras) and free video-production and -editing software has enabled almost anyone to produce a reasonably competent video. When this is coupled to free video-hosting sites such as youTube, individual consumers can produce content—and many do so—in the form of ads about the brands they love, hate, or simply want to comment on. This means that advertising no longer is strictly under the control of marketers and their advertisers9 agencies. It also means that many of the tried-and-trusted tools of advertising research do not work well in the age of consumer-generated content. Much of the feedback on consumer-generated advertising is in the form of ad hoc comments and discussion on video-hosting sites rather than data collected by means of formal structured survey. Yet it may be critical, in many cases, for those who manage advertising to understand it well. The authors introduce and demonstrate two approaches that may be used to make sense of the conversations that surround consumer-generated advertising—correspondence analysis of the word structure in consumer comments and a new form of Bayesian machine learning-based content analysis that iteratively “learns” concepts and their relationships. Managerial implications are identified, the limitations of the research acknowledged, and avenues for future research outlined.

From whence it came

Web 2.0 technologies are empowering consumers to co-produce online brand communications and thereby co-create brand meaning. As both consumers and marketers are increasingly using video-sharing websites to showcase their brand communication efforts, viewers of these ads are inadvertently becoming part of the co-production process as they create context around the ads (in the forms of reviews, comments and ratings). The environment in which such online advertisements are viewed has significant effects on consumer perceptions of the ad message, and ultimately impacts the persuasive properties and efficacy of the ad. This study reports on research conducted to test the source effects of consumer-generated advertising. Schlinger’s Viewer Response Profile (VRP) is used to assess the impact of three source variables: ad creator, ad popularity and motivation for creation of the ad. Findings confirm the importance of popularity ratings on consumer ad evaluation, and also suggest that certain source effects result in consumers being more critical in their evaluation of the ads.