Understanding Consumer Conversations Around Ads in a Web 2.0 World

User-generated online content poses a problem when it takes the form of advertising. Consumer-generated advertising challenges researchers and practitioners to understand consumers' articulated responses to ads and to the responses of other consumers, as well as the implications these may have for the brand. Traditional research methods such as viewer-response testing may be limited when the viewer becomes part of the conversation. This exploratory study attempts to interpret the conversations consumers have around consumer-generated ads using the comments they have posted to each ad's Web page. We show how conversations around ads can be mapped and interpreted, and then develop a typology of consumer-generated ad conversations. We discuss managerial implications of our findings, outline the limitations of the technique used, and trace avenues to extend the research.

[1]  Iain Macrury,et al.  The Advertising Handbook , 2009 .

[2]  David Godes,et al.  Firm-Created Word-of-Mouth Communication: Evidence from a Field Test , 2009, Mark. Sci..

[3]  P. Berthon,et al.  Ad Lib: When Customers Create the Ad , 2008 .

[4]  M. Nelson The Hidden Persuaders: Then and Now , 2008 .

[5]  Susan Fournier,et al.  Consuming the Consumer-Generated Ad , 2008 .

[6]  Taylor Clark,et al.  Starbucked: A Double Tall Tale of Caffeine, Commerce, and Culture , 2007 .

[7]  Hope Schau,et al.  Vigilante Marketing and Consumer-Created Communications , 2007 .

[8]  John P. Rice,et al.  Profiling Enterprise Risks in Large Computer Companies Using the Leximancer Software Tool , 2007 .

[9]  Thomas Hess,et al.  Motivations To Produce User Generated Content: Differences Between Webloggers And Videobloggers , 2007, Bled eConference.

[10]  S. Kiesler,et al.  Portraits of American Internet UseFindings from the Pew Internet and American Life Project , 2006 .

[11]  Andrew E. Smith,et al.  Evaluation of unsupervised semantic mapping of natural language with Leximancer concept mapping , 2006, Behavior research methods.

[12]  Dina Mayzlin,et al.  Promotional Chat on the Internet , 2006 .

[13]  David Rooney,et al.  Knowledge, economy, technology and society: The politics of discourse , 2005, Telematics Informatics.

[14]  Noel Scott,et al.  Use of Automated Content Analysis Techniques for Event Image Assessment , 2005 .

[15]  Edward F. McQuarrie,et al.  Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising , 2004 .

[16]  Ale Smidts,et al.  Customers Or Sellers? the Role of Persuasion Knowledge in Customer Referral , 2004 .

[17]  David Godes,et al.  Using Online Conversations to Study Word-of-Mouth Communication , 2004 .

[18]  A Hill of Beans , 1997 .

[19]  Where the Suckers Moon: An Advertising Story , 1996 .

[20]  S. Kleiner A Hill of Beans. , 1995, The Physician and sportsmedicine.

[21]  Roland T. Rust,et al.  The Death of Advertising , 1994 .

[22]  Linda M. Scott,et al.  The Bridge from Text to Mind: Adapting Reader-Response Theory to Consumer Research , 1994 .

[23]  Barbara Stern A revised communication model for advertising: Multiple dimensions of the source, the message , 1994 .

[24]  Morris B. Holbrook,et al.  Developing a typology of affective responses to advertising , 1990 .

[25]  Bernard J. Jaworski,et al.  Information Processing from Advertisements: Toward an Integrative Framework , 1989 .

[26]  Melvin R. Crask,et al.  Typology of Main Message Strategies for Television Commercials , 1989 .

[27]  R. Batra,et al.  Affective Responses Mediating Acceptance of Advertising , 1986 .

[28]  W. Ong Orality and literacy , 1982 .

[29]  Terence A. Shimp Attitude toward the AD as a Mediator of Consumer Brand Choice , 1981 .

[30]  Ronald Berman Advertising and social change , 1981 .

[31]  Klaus Krippendorff,et al.  Content Analysis: An Introduction to Its Methodology , 1980 .

[32]  W. Wells Psychographics: A Critical Review , 1975 .

[33]  P. Wright The Cognitive Processes Mediating Acceptance of Advertising , 1973 .

[34]  Clark Leavitt A multidimensional set of rating scales for television commercials. , 1970 .

[35]  V. Packard,et al.  Hidden Persuaders , 1977 .