Agency-Generated Research of Consumer-Generated Content: The Risks, Best Practices, and Ethics

Social media enable advertising agencies to engage directly with the public by participating in - and observing - real conversations.

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...

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