The usage of consumer generated advertising and its effect on receivers’ attitudes.: A study based on Doritos “crash the super bowl”-contest.
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
This study explores how consumer’s attitudes towards consumer-generated advertising (CGA) have changed over time. The study measures consumer attitude changes of the winning contributions from Doritos Crash the Super bowl between the years 2007-2014 on YouTube. The study conducted in total 995 comments that was analysed with Leximancer Software, a research tool for making content analysis to determining the presence of words or concepts in collections of textual documents. Findings didn’t show a distinct change of consumer’s attitudes towards CGA over time. The study gave extended knowledge about consumers attitudes towards CGA and what factors that contribute to positive attitudes towards CGA. Were three main factors was notice, first, the fact that they managed to do an ad on a very low budget seemed to impress other consumers. Second, consumers had a tendency to defend CGA when the ad was criticized. Third, the fact that a company did not make the ad was impressive for many of the viewers.
Place, publisher, year, edition, pages
2015. , 63 p.
Consumer generated advertising, CGA, user generated content, UGC, social media marketing, attitudes
IdentifiersURN: urn:nbn:se:lnu:diva-43894OAI: oai:DiVA.org:lnu-43894DiVA: diva2:818847
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 60 credits
Sattari, Setayesh, Ph.D.
Pehrsson, Anders, Professor