An exploratory study on the effects of positive and negative consumer generated advertising using informative and demonstrative executional frameworks on brand attitude and purchase intention

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Παπαδιαμαντοπούλου, Χαρίκλεια
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Consumer Generated Advertising (CGA) is a field that will cause important changes in the future of advertising. The continuously growing media environment, combined with the increasing creativity of consumers, has rendered web platforms a mean for information exchange and consumer interaction. Consumers create and upload online their own content about recognizable brands, something that draws the locus of power away from the company. The main objective of this survey is to contribute with new findings to a more profound understanding of the nature of CGA. This empirical study examines the effects of CGA of the popular brand Coca Cola on attitude towards the ad (Aad), attitude towards the brand (Ab) and purchase intention (PI). The study contrasts four consumer generated (CG) ads (Concordant/Verbal, Contrarian/Verbal, Concordant/Demo and Contrarian/Demo) that represent positive (Concordant type) or negative (Contrarian type) messages about the brand and use, either demonstrative action or informative verbal arguments as their executional framework. A before-after experimental design was utilised to identify the role of each advertisement on statistical significant differences of brand attitude and buying intention to Generation C consumers. The results indicate that: the two Contrarian CG ads (Contrarian/Verbal and Contrarian/Demo) were found to affect significantly consumers to a negative attitude towards the brand and purchase intention, and demonstrative action, achieved to pass along more effectively the negative message of CG advertisements than informative verbal arguments. Those findings propose that companies should start considering CGA as a powerful mean to manage their brand image and acquire brand equity in the evolving environment of social media.
Consumer generated advertising, Executional frameworks, Attitude towards the advertisment, Attitude towards the brand, Purchase intention, Positive messages, Negative messages