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    Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns

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    Author
    Wright, Gena
    Date
    2015
    Permanent Link
    http://hdl.handle.net/10092/10817
    Thesis Discipline
    Business Administration
    Degree Grantor
    University of Canterbury
    Degree Level
    Masters
    Degree Name
    Master of Commerce

    This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns.

    To achieve this aim, this study used a grounded theory approach, to gather a comprehensive amount of data to discover theoretical propositions about the phenomenon. A total of ten unstructured depth interviews were conducted before theoretical saturation was reached.

    The results of the study found that consumer motivations to share co-creations online were pride, and to connect with others, conceptualised by social media self-presentation, and a consciousness of others. Whilst consumer motivations to participate in co-creative advertising campaigns were escapism and self-interest.

    The primary implication of these findings is understanding how organisations can influence consumer motivations to share co-creations online, hence, organisations advertising, by increasing personal connections that consumers can use to connect with others in consumer-to-consumer platforms online.

    Subjects
    C2C
     
    Online
     
    Co-Creative
     
    Advertising Campaigns
     
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    • Business and Law: Theses and Dissertations [342]
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    http://library.canterbury.ac.nz/thesis/etheses_copyright.shtml

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