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What is Consumer-Generated Advertisements

Handbook of Research on Social Interaction Technologies and Collaboration Software: Concepts and Trends
Advertisements created by consumers with or without encouragement (such as contests).
Published in Chapter:
Citizen Marketing
Ruth E. Brown (The University of Nebraska—Lincoln, USA)
DOI: 10.4018/978-1-60566-368-5.ch005
This chapter explores citizen marketing, which refers to consumers voluntarily posting product information based on their knowledge and experience. The product information may take the form of opinions, reviews, videos, ads, or entire websites; it is persuasive in that it meets a consumer need for credible peer review of products. Research into information spread by word-of-mouth provides the theoretical foundation for citizen marketing. Because it is found on the Internet where word spreads quickly, citizen marketing empowers individuals to bring change in the form of product design or price. The chapter examines how mainstream marketers are trying to channel citizen marketing through various means, including unfiltered peer-to-peer interaction on product websites.
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