26 Pages Posted: 8 May 2012 Last revised: 10 Dec 2013
Date Written: May 7, 2012
This naturalistic inquiry probes WOM concerning online consumer-generated advertising (CGA). Through a content analysis of online conversations regarding fourteen CGAs posted to YouTube.com, we uncover that multiple engagement dimensions (i.e., ad, brand, brand community and community-at-large) direct CGA interactions and WOM conversations. We find that the introduction of an ad creator plays a key role in the interactive social processes of WOM involved in consuming CGAs online. The research accommodates the inherently socio-relational nature of marketing-relevant online WOM conversations and reframes the online CGA as a medium for interaction rather than a simple brand message in and of itself.
Keywords: word-of-mouth, co-creation, social media, consumer generated advertising, engagement
Suggested Citation: Suggested Citation
Lawrence, Benjamin and Fournier, Susan and Brunel, Frederic F., Online Word-of-Mouth in the Co-Creation and Dissemination of Consumer-Generated Ads (May 7, 2012). Boston U. School of Management Research Paper No. 2012-16. Available at SSRN: https://ssrn.com/abstract=2052661