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When Madison Avenue turns into Main Street: Consumer generated advertising as a marketing tool and its effects on online word of mouth

De Boer, Tim and Kappers, Willemijn (2007)
Department of Business Administration
Abstract
The purpose of this study is to investigate the effectiveness of consumer generated advertising as a marketing tool to encourage online word of mouth. Subsequently, the researchers aim to examine if there are certain design factors in consumer generated advertising that influence the effectiveness of consumer generated advertising in encouraging online word of mouth. The study conducts a multiple case study of several consumer generated advertising campaigns. It consists of in-depth studies of these cases in combination with quantitative analyses of the encouraged word of mouth. The different cases are examined on several design factors that could possible increase the volume of encouraged word of mouth.
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author
De Boer, Tim and Kappers, Willemijn
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Consumer Generated Advertising, Word of Mouth Behaviour, Consumer Contests, Word of Mouth Marketing, Management of enterprises, Företagsledning, management
language
Swedish
id
1345197
date added to LUP
2007-05-29 00:00:00
date last changed
2012-04-02 16:32:27
@misc{1345197,
  abstract     = {{The purpose of this study is to investigate the effectiveness of consumer generated advertising as a marketing tool to encourage online word of mouth. Subsequently, the researchers aim to examine if there are certain design factors in consumer generated advertising that influence the effectiveness of consumer generated advertising in encouraging online word of mouth. The study conducts a multiple case study of several consumer generated advertising campaigns. It consists of in-depth studies of these cases in combination with quantitative analyses of the encouraged word of mouth. The different cases are examined on several design factors that could possible increase the volume of encouraged word of mouth.}},
  author       = {{De Boer, Tim and Kappers, Willemijn}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{When Madison Avenue turns into Main Street: Consumer generated advertising as a marketing tool and its effects on online word of mouth}},
  year         = {{2007}},
}