Är all reklam bra reklam?: Om hur konsumentgenererad reklam påverkar varumärken

Sammanfattning: Consumer generated advertising is a new phenomenon in the landscape of communication. Tools such as the Internet enable the consumer to create and spread messages for brands without the permission or control of the brand owner. We carried out a quantitative experiment to investigate the effects of how companies choose to handle these activities as well as how expectations of these consumer generated ads differ from traditional advertising. The findings show that strong brands may benefit from these activities if handled the right way and the brand owner adapts it’s reaction to the content of the ad. This can create brand interest. The key implication shows that purchase intentions are affected to a larger extent than attitudes. Important to bear in mind though is that companies should not have standardized procedures for handling the ads, but rather adjust it to the content of the communication in order to benefit the most.