Agency-generated research of consumer-generated content


Autoria(s): Dickinson-Delaporte, Sonia; Kerr, Gayle F.
Data(s)

2014

Resumo

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.

Identificador

http://eprints.qut.edu.au/80052/

Publicador

Advertising Research Foundation

Relação

http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=eda58ba2-26ea-4b69-b5aa-ad0cb3d5d91b&CID=A103441&PUB=JAR

DOI:10.2501/JAR-54-4-469-478

Dickinson-Delaporte, Sonia & Kerr, Gayle F. (2014) Agency-generated research of consumer-generated content. Journal of Advertising Research, 54(4), pp. 469-478.

Fonte

QUT Business School; School of Advertising, Marketing & Public Relations

Palavras-Chave #150505 Marketing Research Methodology #Agency-Generated Research #Consumer-Generated Content
Tipo

Journal Article