User-generated advertising: the effects of consumer-created brand videos and self-construal on brand attitudes

The impact of consumer-generated brand-communications on attitudes and behaviour have been studied by academic and marking practitioners; technology and social media allow consumers to conduct traditional marketing functions, especially user-generated-advertising (UGA). From the receiver’s perspective, psycho-social characteristics like self-construal are also considered to affect attitudinal-behavioural responses to advertising. However there is little research examining the impact of UGA and self-construal on attitudes and behaviour; this thesis fills this gap contributing to the literature by evaluating these constructs and expand existing knowledge UGA. Literature in consumer psychology, advertising and social media was reviewed to frame UGA in the context of existing communication knowledge. The study included three stages. First, a content analysis of 230 UGA was conducted to determine their characteristics. Second, 25 videos were submitted to a panel of judges to validate their valence as positive, negative or neutral before specific UGA were selected as stimuli. Finally, an Internet questionnaire was sent to the Business School students, and 208 usable questionnaires were obtained. A mixed within-between-subjects ANOVA was used to test the results; the findings suggest that UGA especially negative has more attitudinal-behavioural impact compared to firm-generated-advertising, and that interdependent self-construal affect UGA. This study’s theoretical and practical implications may serve academics and practitioners in understanding UGA, its attitudinal-behavioural effects, and potential impact on brand equity; sustaining the managerial necessity to develop strategies to monitor and respond to UGA