Factors affecting willingness to participate in consumer generated advertisement

• Published in: International journal of hospitality management 2018-08, Vol.74, p.214-223
• Main Authors: Shulga, Lenna V., Busser, James A., Bai, Billy
• Format: Article
• Language: English
• Subjects: Attitudes; Behavioral intention; Brand attachment; Co-creation; Consumer-generated advertisement; Loyalty; Rewards
• ISSN: 0278-4319; 1873-4693
• DOI: 10.1016/j.ijhm.2018.05.004

•Brand attachment has a greater impact than monetary rewards for participation in consumer-generated advertisement.•Consumer-generated advertisement attitudes and willingness-to-participate serve as mediators between brand attachment and loyalty.•Exposure to successful co-creation promotes willingness-to-participate and attitudes improving loyalty and behavioral intention.•Co-creation significantly contributes to developing long-term relationships with the brand.•Hospitality managers should involve customers in co-creation that have a strong emotional attachment to the brand. Understanding customers’ willingness-to-participate is critical to predict the likelihood of active involvement resulting in positive outcomes of value co-creation. Grounded in service-dominant logic, value co-creation, and theory of attachment, this study used brand attachment and monetary rewards as factors influencing customers’ willingness to participate in a consumer-generated advertisement (CGA) contest. The impact of attitudes and willingness-to-participate in CGA co-creation on brand loyalty and behavioral intention was examined. Four co-creation contest scenarios depicted different monetary rewards along with a winning consumer-generated video was presented to 311 US respondents. Results indicated that willingness-to-participate was significantly affected by brand attachment and CGA attitudes. Monetary rewards did not significantly influence willingness-to-participate and negatively affected future behavioral intention. CGA attitudes and willingness-to-participate mediated the relationship between brand attachment and brand loyalty. Brand attachment in combination with positive CGA attitudes overpowered contest monetary rewards. Theoretical and practical implications are discussed.