Branding Co-Creation with Consumer-Generated Advertising: Effect on Creators and Observers

Of the social media tools available to brand managers, consumer-generated advertising (CGA) has attractive features combining consumer-generated content, social media advertising, and online interactive marketing campaigns. However, only a small number of customers actively participate in co-creatio...

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Bibliographic Details
Published in:Journal of advertising 2023-01, Vol.52 (1), p.5-23
Main Authors: Shulga, Lenna V., Busser, James A., Bai, Billy, Kim, Hyelin (Lina)
Format: Article
Language:English
Subjects:
Advertising
Brand loyalty
Brands
Competitive advantage
Customers
Loyalty
Marketing
Observation
Online advertising
Perceptions
Social media
Social networks
Viewers
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Summary:Of the social media tools available to brand managers, consumer-generated advertising (CGA) has attractive features combining consumer-generated content, social media advertising, and online interactive marketing campaigns. However, only a small number of customers actively participate in co-creation of CGA. Based on social presence theory and service-dominant logic conceptualization, we examined CGA observers, knowledgeable and attentive viewers of value co-creation processes who do not directly participate in value co-creation. In two studies, we examined consumer responses to company-driven CGA and found no significant differences between CGA creators, or direct participants, and CGA observers, or indirect participants in the process of involvement with CGA, its antecedents, and its outcomes. Study 1 demonstrated that CGA observers developed positive attitudes toward co-created CGA that influenced their brand loyalty and willingness to participate in the process. Study 2 revealed that both creators' and observers' involvement with CGA led to stronger perceptions of competitive advantage, which positively affected brand loyalty and trust. Perceptions of competitive advantage also had a mediation effect.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2021.1978017