Department of Management

Understanding consumer-generated advertising for mainstream fashion goods

Research output: Contribution to conferencePaperResearchpeer-review

This paper provides empirical evidence about the existence of the source effect in the context of consumer-generated advertising (CGA) for mainstream fashion goods. In particular, it investigates consumer perceptions towards the creator and the message in a CGA as opposed to a company-created ad, and if those perceptions influence general consumer attitudes towards the ad, attitudes towards the brand, as well as consumers’ purchase intention. An online 2x2 between-subjects experiment was constructed in which participants were exposed to an actual CGA or an actual company-created ad for a mainstream fashion brand; moreover, subjects were provided different information about the source of these commercials. The results showed that consumers perceived the
creator of the ad to be more trustworthy and had more positive overall attitude towards the ad after being exposed to the actual consumer-generated commercial.
Original languageEnglish
Publication year2013
Number of pages8
Publication statusPublished - 2013
Event42nd European Marketing Academy (EMAC) - Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013
Conference number: 42nd


Conference42nd European Marketing Academy (EMAC)

    Research areas

  • consumer-generated advertising, source effect, source credibility, source attractiveness, word-of-mouth

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