 Curbing texting & driving with advertising co-creationKelly Naletelich, Seth Ketron and J. Alejandro Gelves Journal of Business Research, 2023, vol. 156, issue C Abstract: Despite recent advances in technology and legislative action, texting while driving remains a major societal concern. This applied paper investigates the influence of active ad co-creation as a form of UGC that is effective at a) decreasing intentions to text while driving and b) promoting sharing of the ad with others. These effects emerge due to a positive effect of active ad co-creation on empowerment, which mediates the effects. Further, the findings indicate that partial ad co-creation is comparably effective to full ad co-creation, and collaborative (vs standard or competitive) ad co-creation can lead to even greater outcomes due to increased empowerment. Finally, we find that the positive influence of actively co-created ads wears out after about four weeks. The findings offer multiple theoretical and managerial implications within the domains of ad co-creation and UGC, especially related to boundary conditions in those areas as they relate to texting while driving. Keywords: Co-creation; Advertising co-creation; UGC; Texting while driving; Empowerment (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322009213 DOI: 10.1016/j.jbusres.2022.113456 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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