Détournement publicitaire militant: quels impacts sur la marque détournée ?

Jean-François Toti ()
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Jean-François Toti: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: The growth of the Internet and the emergence of social media are facilitating interactions between organizations and consumers. Among shared contents, we can find advertising hijacking, which can take many forms : humorous, shocking or even ironic. This study examines the impact of militant hijacking advertising, shared by associations or NGOs, on the perception of the brands in question. On the basis of a real campaign using a hijacking advertising that raises a social issue, we conducted a quantitative study among 161 French Internet users. The results show that the credibility of the emitter is a prerequisite for the effectiveness of the hijacking advertising and that a link between the defended cause and the hijacked brand is necessary. Finally, the impact of hijacking advertising on perceived brand ethics is limited in the case we studied : a luxury brand. The subsequent research implications and future venues are then discussed.

Date: 2020-02
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Published in Revue de l'Organisation Responsable, 2020, 15 (2), pp.17-28. ⟨10.3917/ror.152.0017⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03135697

DOI: 10.3917/ror.152.0017

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