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Title:
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EMERGENCE OF PLATFORMS FOR USER-GENERATED ADVERTISING |
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Author(s):
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Jürgen Karla , Wilhelm Schwieren |
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ISBN:
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978-972-8939-07-6 |
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Editors:
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Piet Kommers and Pedro Isaías |
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Year:
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2010 |
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Edition:
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Single |
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Keywords:
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User-generated Advertising, Marketing Platform, Contests, Appearance, Active Users |
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Type:
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Full Paper |
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First Page:
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273 |
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Last Page:
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281 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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There is actual no exact definition of ´user-generated advertising´, and it is often used across a broad variety of contexts. In the following, it is taken to be all forms of communication that influence market-relevant attitudes, using user-generated advertising techniques via advertising media and at the request of an identifiable client. In the advertising value chain, the role of the consumer is gaining momentum as it switches from passive to active mode. Recently, various platforms have been established for producing user-generated advertising. Opportunities offered by user-generated advertising include a great number of creative ideas, cost advantages, the potential of fast implementation, and advantages of scope in the viral marketing process. Risks involved include a lack of control and legal issues. |
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