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...