Reklamprat
effekter på upplevt reklamvärde och köpintention
This thesis provides the first test of the effects of ?advertising talk?, i.e. comments, discussions and opinions about advertising. Despite its prevalence quantitative research on advertising talk has been scarce and this study is thus an attempt to fill in some blanks. Hypothesizing that advertising talk will enhance consumer-perceived advertising value as well as purchase intentions and that the effects are more pronounced for talk generated by consumers as compared to marketers, I use a fictional campaign to measure responses in an experimental study. Supporting the first hypothesis, the test shows that positive advertising talk can raise expected advertising value and interest as well as the perceived advertising value. Contrary to the hypothesis, there are no significant effects on purchase intentions and no differences between consumer- and marketer generated talk.