Social media provide consumers with a platform for interactivity, and interactivity leads to consumer empowerment by providing the consumer with a platform to make their voice heard. This paper contributes to the marketing literature exploring the voice of the consumer in consumer-generated advertisements (CGAs). The objective of this research is to find ways to measure consumer response to CGAs. We measure whether they differ from firm-generated ads in the responses they elicit and also observe whether they generate different responses by ad type, or if some categories have similar responses. We review CGAs for Apple's MacBook Air lightweight laptop and run a text mining application to understand the common themes and conduct text analysis on the responses to both CGAs and firm-generated ads to answer the question "Is the source of the advertisement important?" Text analytics also enable us to measure consumers' attitude toward products, companies, and ads. We then work toward understanding why and under what circumstances CGAs are effective and how companies may handle or foster different types of CGAs.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.