 So Whaddya Think? Consumers Create Ads and Other Consumers Critique ThemBurçak Ertimur and Mary C. Gilly Journal of Interactive Marketing, 2012, vol. 26, issue 3, 115-130 Abstract: With the availability of online creative tools, consumers create ad-like communications on their own or in response to company contests. These consumer-generated ads (CGA) are like word-of-mouth (WOM) in that they are consumer-to-consumer communications, yet they have the look and feel of traditional advertising. We examine consumer responses to both contest and unsolicited CGA and company ads using data gathered from consumers via netnography and depth interviews. Content analysis is used to compare the three ad types and reveals that the contest rules frame CGA so that they resemble company ads while unsolicited CGA differ from both ad types. Findings show that consumers respond to both types of CGA by engaging with the ad rather than the brand, much like an ad critic, while company ads elicit brand associations. Unsolicited CGA are seen as authentic, but not credible, while contest ads are seen as credible, but not authentic, revealing a boundary condition to the conventional view that authenticity leads to credibility. Keywords: Consumer-generated advertising; User-generated content; Credibility; Authenticity; Word-of-mouth communications (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:joinma:v:26:y:2012:i:3:p:115-130 DOI: 10.1016/j.intmar.2011.10.002 Access Statistics for this article Journal of Interactive Marketing is currently edited by B. T. Ratchford More articles in Journal of Interactive Marketing from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.