Construct · 1 fields · 1 citations

consumer-generated advertising: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
consumer-generatedadvertising1 CONSTRUCTConsumer-generatedTHOMPSON · DIGITAL MARKETING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Digital marketing

ads made by consumers for a brand, whose persuasiveness falls when viewers know a consumer made them and doubt the creator's competence.

In digital marketing, consumer-generated advertising refers to ads made by consumers for a brand, whose persuasiveness falls when viewers know a consumer made them and doubt the creator's competence. This meaning comes from Thompson (2013) in Journal of Marketing.[1]

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Nearby constructs

competence5 fields · 5 citationsjingle · one word, five constructs

References

  1. Thompson, D. V., & Malaviya, P. (2013). Consumer-Generated Ads: Does Awareness of Advertising Co-Creation Help or Hurt Persuasion? Journal of Marketing, 77(3), 33-47. https://doi.org/10.1509/jm.11.0403

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