Consumer motivations for creating and consumer responses to consumer generated advertising

Date created: 
2011-01-07
Identifier: 
etd6432
Keywords: 
Consumer generated advertising
User generated content
Consumer creation
Advertising online
Abstract: 

Three papers are presented on the emerging phenomenon of consumer generated advertising. These papers provide knowledge and build theory related to both how consumers choose to create such advertisements and also how consumers respond to them. The first details a qualitative exploration of the motives of consumers that create advertisements. The paper draws on literature related to brand relationships, intrinsic motivation, and consumer creation to help inform and direct an investigation of 61 ad creators. The next paper develops a theoretical model for understanding consumer response to consumer generated advertising. This paper reviews existing research on endorsement before proposing a new approach based on social identity theory. The final paper experimentally tests the framework developed in the second paper. While manipulation failed, results do provide insight and confirmation of the relationships outlined in the developed theory. Implications of the papers for research and practitioners are discussed.

Document type: 
Thesis
Rights: 
Copyright remains with the author. The author granted permission for the file to be printed and for the text to be copied and pasted.
File(s): 
Senior supervisor: 
Leyland Pitt
Department: 
Business Administration: Faculty of Business Administration
Thesis type: 
(Thesis) Ph.D.
Statistics: