From whence it came: Understanding source effects in consumer-generated advertising

Peter Steyn, Michael T. Ewing, Gené van Heerden, Leyland F. Pitt and Lydia Windisch

Web 2.0 technologies are empowering consumers to co-produce online brand communications and thereby co-create brand meaning.

From whence it came: Understanding source effects in consumer-generated advertising

Peter SteynLuleå University of Technology

Michael T. EwingMonash University

Gen van HeerdenLuleå University of Technology

Leyland F. PittSimon Fraser University

Lydia WindischMonash University

Introduction

The advertising industry has been significantly affected by recent developments in technology and media use. Technologies increasingly allow for more personal and well-targeted marketing communications that now extend well beyond traditional concepts of organisation-generated, paid and ‘one-to-many’ marketing messages (Muñiz & Schau 2007a). Consumers are taking advanced technologies in their stride and, acting independently of marketers and agencies, they are creating...

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