Agency-generated research of consumer-generated content
Dickinson-Delaporte, Sonia & Kerr, Gayle F. (2014) Agency-generated research of consumer-generated content. Journal of Advertising Research, 54(4), pp. 469-478.
Social media enable advertising agencies to engage directly with the public by participating in-and observing-real conversations. The current study recruited a Delphi panel to explore how some of the world's leading advertising professionals view the use of social media to test, track, and evaluate advertising campaigns and how they identify related risks and ethical considerations. The findings suggest that agencies primarily use social media as a tool for understanding consumers and igniting insight, not as a means of testing creative ideas. The authors believe this research provides an important benchmark of agency best practice in social-media research and outlines ethical implications.
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|Item Type:||Journal Article|
|Keywords:||Agency-Generated Research, Consumer-Generated Content|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Research Methodology (150505)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Deposited On:||14 Jan 2015 02:10|
|Last Modified:||14 Jan 2015 22:55|
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