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

dc.contributor.authorWright, Gena
dc.date.accessioned2015-08-25T22:03:56Z
dc.date.available2015-08-25T22:03:56Z
dc.date.issued2015en
dc.description.abstractThis 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.en
dc.identifier.urihttp://hdl.handle.net/10092/10817
dc.identifier.urihttp://dx.doi.org/10.26021/5495
dc.language.isoen
dc.publisherUniversity of Canterbury. Marketingen
dc.relation.isreferencedbyNZCUen
dc.rightsCopyright Gena Wrighten
dc.rights.urihttps://canterbury.libguides.com/rights/thesesen
dc.subjectC2Cen
dc.subjectOnlineen
dc.subjectCo-Creativeen
dc.subjectAdvertising Campaignsen
dc.subjectSharingen
dc.titleConsumer-to-Consumer Online Sharing of Co-Creative Advertising Campaignsen
dc.typeTheses / Dissertations
thesis.degree.disciplineMarketing
thesis.degree.grantorUniversity of Canterburyen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Commerceen
uc.bibnumber2122696
uc.collegeUC Business Schoolen
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