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  1. 1. When Madison Avenue turns into Main Street: Consumer generated advertising as a marketing tool and its effects on online word of mouth

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Tim De Boer; Willemijn Kappers; [2007]
    Nyckelord :Consumer Generated Advertising; Word of Mouth Behaviour; Consumer Contests; Word of Mouth Marketing; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : The purpose of this study is to investigate the effectiveness of consumer generated advertising as a marketing tool to encourage online word of mouth. Subsequently, the researchers aim to examine if there are certain design factors in consumer generated advertising that influence the effectiveness of consumer generated advertising in encouraging online word of mouth. LÄS MER