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

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

Kelli S. Burns
Copyright: © 2011 |Pages: 19
ISBN13: 9781605667928|ISBN10: 1605667927|EISBN13: 9781605667935
DOI: 10.4018/978-1-60566-792-8.ch032
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MLA

Burns, Kelli S. "From Consumers to Producers: Engagement through User-Generated Advertising Contests." Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, et al., IGI Global, 2011, pp. 631-649. https://doi.org/10.4018/978-1-60566-792-8.ch032

APA

Burns, K. S. (2011). From Consumers to Producers: Engagement through User-Generated Advertising Contests. In M. Eastin, T. Daugherty, & N. Burns (Eds.), Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (pp. 631-649). IGI Global. https://doi.org/10.4018/978-1-60566-792-8.ch032

Chicago

Burns, Kelli S. "From Consumers to Producers: Engagement through User-Generated Advertising Contests." In Handbook of Research on Digital Media and Advertising: User Generated Content Consumption, edited by Matthew S. Eastin, Terry Daugherty, and Neal M. Burns, 631-649. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60566-792-8.ch032

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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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