Tracking Back-Talk in Consumer-Generated Advertising: An Analysis of Two Interpretative Approaches
Colin Campbell
Monash University
Leyland F. Pitt and Michael Parent
Simon Fraser University
Pierre Berthon
Bentley College
INTRODUCTIONThe Internet fundamentally has changed both how advertising operates and the relationship that advertisers and consumers share. Traditionally, firms and their advertising agencies created advertisements that were then sent through one or more channels—most often television, radio, or print—to audiences in the hopes of either informing, persuading, or reminding them of their offerings or the firm’s very existence (Barton, 1950). Although some advertising was ignored, successful advertising was able...