Agency-Generated Research of Consumer-Generated Content: The Risks, Best Practices, and Ethics
Sonia Dickinson-Delaporte
Curtin University School of Marketing
Gayle Kerr
Queensland University of Technology
Management slant
- Advertising professionals use the online environment only to gather intelligence surrounding a brand or a particular campaign and to understand how consumers are engaging in the digital environment.
- Creative advertising people often strongly oppose using social media to test creative ideas (i.e., posting conceptual advertisements on YouTube).
- The risks of using social media as a research tool are the lack of control, the presence of participants with an agenda, the masking of truth, the...