The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Ad Lib: When Customers Create the Ad
Abstract
Consumers are now generating, rather than merely consuming advertising. The consequences for brands, marketers, and senior executives are significant. Advertising was traditionally generated by, or on behalf of, the firm and broadcast to relatively passive consumers. With the rise of digital media, the Internet, and inexpensive media software, considerable creative and distributive power has been handed to the consumer. Liberated from the exclusive control of the firm, ads now express a myriad of different voices. Some ads are subversive, others laudatory, but the fact remains that the firm is no longer in exclusive control of the message. Using a number of high profile cases, this article explores the motivations that drive consumers to create their own ads and develops a typology of the ads created. It develops a model for the various strategic stances that a firm can adopt in response to this phenomenon so that managers can anticipate and thus deal more effectively with some of the extreme consequences of liberated advertising.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cites
Motivation and creativity: Effects of motivational orientation on creative writers.
Amabile, T. M. (1985) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.48.2.393 · Cited by 758
Cited by
Introducing COBRAs: Exploring motivations for brand-related social media use
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011) · International Journal of Advertising · doi:10.2501/ija-30-1-013-046 · Cited by 1,468
The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective
Jaakkola, E., & Alexander, M. (2014) · Journal of Service Research · doi:10.1177/1094670514529187 · Cited by 1,219
How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?
Smith, A. N., Fischer, E., & Yongjian, C. (2012) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2012.01.002 · Cited by 1,044
The effect of social media communication on consumer perceptions of brands
Schivinski, B., & Dabrowski, D. (2016) · Journal of Marketing Communications · doi:10.1080/13527266.2013.871323 · Cited by 940
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00829-4 · Cited by 580
The use of social media: an exploratory study of usage among digital natives
Williams, D. L., Crittenden, V. L., Keo, T., & McCarty, P. (2012) · Journal of Public Affairs · doi:10.1002/pa.1414 · Cited by 198
Campbell, C., Plangger, K., Sands, S., Kietzmann, J., & Bates, K. (2022) · Journal of Advertising Research · doi:10.2501/jar-2022-017 · Cited by 156
Self-citation
Metadata
- Authors
- Berthon, P., Pitt, L., & Campbell, C.
- Venue
- California Management Review
- Publisher
- SAGE Publications
- Published
- 2008-07
- Volume
- 50
- Issue
- 4
- Pages
- 6-30
- ISSN
- 0008-1256 (ISSN-L)
- 2162-8564
- OpenAlex
- W2061513961
- Cited by
- 303
- References
- 1
- FWCI
- 53.43
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
