The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Understanding Consumer Conversations Around Ads in a Web 2.0 World
Abstract
User-generated online content poses a problem when it takes the form of advertising. Consumer-generated advertising challenges researchers and practitioners to understand consumers' articulated responses to ads and to the responses of other consumers, as well as the implications these may have for the brand. Traditional research methods such as viewer-response testing may be limited when the viewer becomes part of the conversation. This exploratory study attempts to interpret the conversations consumers have around consumer-generated ads using the comments they have posted to each ad's Web page. We show how conversations around ads can be mapped and interpreted, and then develop a typology of consumer-generated ad conversations. We discuss managerial implications of our findings, outline the limitations of the technique used, and trace avenues to extend the research.
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Cites
Firm-Created Word-of-Mouth Communication: Evidence from a Field Test
Godes, D., & Mayzlin, D. (2009) · Marketing Science · doi:10.1287/mksc.1080.0444 · Cited by 837 · cited 1×
“Research has also suggested a link between the dispersion of online WOM related to a television show and its ratings (Godes and Mayzlin 2004), pointing to the possible value of online conversations in generating buzz.”
Background
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Knoll, J. (2016) · International Journal of Advertising · doi:10.1080/02650487.2015.1021898 · Cited by 362
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Ding, A., Lee, R. H., Legendre, T. S., & Madera, J. (2022) · Journal of Hospitality and Tourism Management · doi:10.1016/j.jhtm.2022.07.018 · Cited by 96
Trabucchi, D., & Buganza, T. (2022) · European Journal of Innovation Management · doi:10.1108/ejim-11-2020-0467 · Cited by 83
Social network sites: early adopters' personality and influence
Lynn, T., Muzellec, L., Caemmerer, B., & Turley, D. (2017) · Journal of Product & Brand Management · doi:10.1108/jpbm-10-2015-1025 · Cited by 38
Metadata
- Authors
- Campbell, C., Pitt, L. F., Parent, M., & Berthon, P. R.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2011-04
- Volume
- 40
- Issue
- 1
- Pages
- 87-102
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2070539194
- Cited by
- 352
- References
- 1
- FWCI
- 77.16
- Type
- journal article
- Language
- en
- Open access
- closed
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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.
