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Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?

dc.contributor.author	Martinez Navarro, Jesús
dc.contributor.author	Bigné Alcañiz, J. Enrique
dc.date.accessioned	2023-06-21T15:31:36Z
dc.date.available	2023-06-21T15:31:36Z
dc.date.issued	2022
dc.identifier.citation	Martinez Navarro, Jesús Bigne, Enrique 2022 Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt? International Journal Of Advertising 623 654
dc.identifier.uri	https://hdl.handle.net/10550/88431
dc.description.abstract	This study investigates individuals' motivations to create sponsored video ads in response to corporate online advertising competitions, and the creative strategies they employ when so doing. The findings from two studies that combined qualitative (42 semi-structured interviews and netnography) and quantitative (content analysis of 1,102 ads) research methods showed that individuals are motivated to produce sponsored video advertising by six factors: learning, enjoyment, self-expression, remuneration, recognition and influencing others. In turn, these motivations can be categorised as intrinsic, extrinsic, rational and affective, leading to a typology of four advertising creators. It was found also that individuals tend to use narrative forms of advertising more when creating commercial ads, and expository forms more when creating nonprofit ads. The study demonstrates that individuals are willing to co-create and transmit brand value by producing sponsored video ads, and have become an essential element of marketing communications in the digital era. Organisations may benefit from sponsored CGA by gathering consumers' insights, through improved individual-organisation relationships and by obtaining promotional material that might persuade audiences and stimulate online conversations.
dc.language.iso	eng
dc.relation.ispartof	International Journal Of Advertising, 2022, p. 623-654
dc.subject	Consum (Economia)
dc.subject	Publicitat
dc.title	Sponsored consumer-generated advertising in the digital era: what prompts individuals to generate video ads, and what creative strategies do they adopt?
dc.type	journal article
dc.date.updated	2023-06-21T15:31:36Z
dc.identifier.doi	10.1080/02650487.2021.1972586
dc.identifier.idgrec	151812
dc.rights.accessRights	open access