When Madison Avenue turns into Main Street
Consumer generated advertising as a marketing tool and its effects on online word of mouth
Word of Mouth BehaviourConsumer Generated AdvertisingConsumer ContestsWord of Mouth MarketingManagement of enterprisesFöretagsledningManagementBusiness and Economics
The purpose of this study is to investigate the effectiveness of consumer generated advertising as a marketing tool to encourage online word of mouth. Subsequently, the researchers aim to examine if there are certain design factors in consumer generated advertising that influence the effectiveness of consumer generated advertising in encouraging online word of mouth. The study conducts a multiple case study of several consumer generated advertising campaigns. It consists of in-depth studies of these cases in combination with quantitative analyses of the encouraged word of mouth. The different cases are examined on several design factors that could possible increase the volume of encouraged word of mouth.