<i>Ad Lib</i>: When Customers Create the Ad

Berthon, Pierre; Pitt, Leyland; Campbell, Colin

doi:10.2307/41166454

Cited by 259 publications

(204 citation statements)

References 22 publications

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“…For example, there is evidence to suggest that managers still react repellently and disapprovingly of consumer voting acts such as, for instance, subversive consumer-generated ads about wellknown brands (cf., Berthon, Pitt, & Campbell, 2008). However, if we apply the five points regarding resistance discussed above to this example, consumer voters can be seen to be creating these ads in order to voice and address issues of global significance from the comfort of their own homes and personal computers, in relation to brands that are part of their daily lives; because they feel affected by them; because of how they view themselves as conscientious consumers; because they have ready access to the internet, which enables them to upload their challenges to the legitimacy of the information and representations portrayed by brands.…”

Section: Discussionmentioning

confidence: 99%

Purchase power: An examination of consumption as voting

Moraes

Shaw

Carrigan

2011

Journal of Marketing Management

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Section: Discussionmentioning

confidence: 99%

Purchase power: An examination of consumption as voting

Moraes

Shaw

Carrigan

2011

Journal of Marketing Management

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“…The advent of social media has transformed traditional one-way communication into multi-dimensional, two-way, peer-to-peer communication (Berthon, Pitt, and Campbell 2008). Social media platforms offer an opportunity for customers to interact with other consumers; thus, (2) to observe the differences in the size of the effect that social media communication has on brand equity, brand attitude and brand purchase intention across three different industries.…”

Section: Introductionmentioning

confidence: 99%

The effect of social media communication on consumer perceptions of brands

Schivinski

Dąbrowski

2014

Journal of Marketing Communications

617

400

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Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that usergenerated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.

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“…Kaplan and Haenlein (2010) describe social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content". Businesses and practitioners sometimes refer to social media as user-generated content or consumer-generated media, or when consumers create ads about brands they either love or hate, as consumer-generated advertising (Berthon et al, 2008).…”

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confidence: 99%

Luxury wine brand visibility in social media: an exploratory study

Reyneke

Pitt²,

Berthon³

2011

International Journal of Wine Business Research

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Purpose -The purpose of this paper is to address the visibility of luxury wine brands, in particular the Bordeaux first growth brands in social media. Design/methodology/approach -The paper uses data from howsociable.com to portray similar luxury wine brands in multi-dimensional space. To identify the associations between the brands and the social media visibility indicators, the paper uses correspondence analysis. Findings -The findings of the paper show that some of the brands considered did not, at the time the data were gathered, have a clearly defined social media strategy. Practical implications -The indication is that there are opportunities for luxury wine brand managers to use social media as a tool in their marketing strategies; also some threats may exist to these brands should they take a laissez faire approach to social media, particularly when social media are becoming as influential, if not more so than conventional media. Originality/value -Brands can take directions in social media today that would have been unlikely if not impossible five years ago. While brand managers may not fully be able to control the destinies of these brands, this paper suggests that the approaches followed in this particular research will present brand managers with a tool that will assist them in directing conversations that occur around their brands.

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Ad Lib: When Customers Create the Ad

Cited by 259 publications

References 22 publications

Purchase power: An examination of consumption as voting

Purchase power: An examination of consumption as voting

The effect of social media communication on consumer perceptions of brands

Luxury wine brand visibility in social media: an exploratory study

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