From Consumers to Producers: Engagement through User-Generated Advertising Contests

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Author(s): Kelli S. Burns (University of South Florida, USA)
Copyright: 2011
Pages: 19
Source title: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Source Author(s)/Editor(s): Matthew S. Eastin (University of Texas at Austin, USA), Terry Daugherty (The University of Akron, USA)and Neal M. Burns (University of Texas, Austin, USA)
DOI: 10.4018/978-1-60566-792-8.ch032

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

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Abstract

If reality television is any indication, people have an interest in being known. For some, creating and possibly starring in some form of user-generated content can be a route to being a reality star. The Internet provides a way for consumers to share their documentaries, antics, music videos, and even commercials with other users. Several marketers have capitalized on this trend by combining the desire of users to create their own content with the time-honored concept of a sweepstakes. The purpose of this chapter is to present a model of consumer engagement that encompasses user-generated advertising content. The model will then be placed into context by discussing specific examples from 15 user-generated advertising contests and making theoretical connections for each of the key contest elements.

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From Consumers to Producers: Engagement through User-Generated Advertising Contests

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