Web 2.0 technologies are empowering consumers to co-produce online brand communications and thereby co-create brand meaning. As both consumers and marketers are increasingly using video-sharing websites to showcase their brand communication efforts, viewers of these ads are inadvertently becoming part of the co-production process as they create context around the ads (in the forms of reviews, comments and ratings). The environment in which such online advertisements are viewed has significant effects on consumer perceptions of the ad message, and ultimately impacts the persuasive properties and efficacy of the ad. This study reports on research conducted to test the source effects of consumer-generated advertising. Schlinger's Viewer R...
Understanding how consumer evaluations of online advertisements affect their intention to share adve...
Abstract: This paper investigates the influence of video ad formats on YouTube on consumer behavior....
Three papers are presented on the emerging phenomenon of consumer generated advertising. These paper...
The continuous advancement in information and communication technologies transforms the media and it...
Over the past decade, the networked information environment has increased consumers’ autonomy and br...
The proliferation of user generated content (UGC) and the resulting shift of eye balls from the trad...
Understanding how consumer evaluations of online advertisements affect their intention to share adve...
YouTube is the world’s most visited video-sharing website with more than one billion hits per month,...
The proliferation of online consumer generated content (CGC) andconsumer generated media (CGM), such...
In the current media environment, consumers have access to a wide variety of content at little to no...
YouTube has attained the status of one of the largest video streaming and search engines due to digi...
This research investigates the effect of TV advertising on website traffic and sales for new and gro...
Literature in advertising and information systems suggests that advertising in both traditional medi...
This research investigates the effect of TV advertising on website traffic and sales for new and gro...
The continuous advancement in information and communication technologies transforms the media and it...
Understanding how consumer evaluations of online advertisements affect their intention to share adve...
Abstract: This paper investigates the influence of video ad formats on YouTube on consumer behavior....
Three papers are presented on the emerging phenomenon of consumer generated advertising. These paper...
The continuous advancement in information and communication technologies transforms the media and it...
Over the past decade, the networked information environment has increased consumers’ autonomy and br...
The proliferation of user generated content (UGC) and the resulting shift of eye balls from the trad...
Understanding how consumer evaluations of online advertisements affect their intention to share adve...
YouTube is the world’s most visited video-sharing website with more than one billion hits per month,...
The proliferation of online consumer generated content (CGC) andconsumer generated media (CGM), such...
In the current media environment, consumers have access to a wide variety of content at little to no...
YouTube has attained the status of one of the largest video streaming and search engines due to digi...
This research investigates the effect of TV advertising on website traffic and sales for new and gro...
Literature in advertising and information systems suggests that advertising in both traditional medi...
This research investigates the effect of TV advertising on website traffic and sales for new and gro...
The continuous advancement in information and communication technologies transforms the media and it...
Understanding how consumer evaluations of online advertisements affect their intention to share adve...
Abstract: This paper investigates the influence of video ad formats on YouTube on consumer behavior....
Three papers are presented on the emerging phenomenon of consumer generated advertising. These paper...