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Online Word-of-Mouth in the Co-Creation and Dissemination of Consumer-Generated Ads

26 Pages Posted: 8 May 2012 Last revised: 10 Dec 2013

Benjamin Lawrence

Boston University - Questrom School of Business

Susan Fournier

Boston University

Frederic F. Brunel

Boston University

Date Written: May 7, 2012

Abstract

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

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

Benjamin Lawrence (Contact Author)

Boston University - Questrom School of Business ( email )

595 Commonwealth Avenue
Boston, MA MA 02215
United States

Susan Fournier

Boston University ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States
617 353 2773 (Phone)

Frederic F. Brunel

Boston University ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States
617 353 4609 (Phone)
617 353 4098 (Fax)

HOME PAGE: http://smgnet.bu.edu/mgmt_new/profiles/BrunelFrederic.html

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