Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns
| dc.contributor.author | Wright, Gena | |
| dc.date.accessioned | 2015-08-25T22:03:56Z | |
| dc.date.available | 2015-08-25T22:03:56Z | |
| dc.date.issued | 2015 | en |
| dc.description.abstract | 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. | en |
| dc.identifier.uri | http://hdl.handle.net/10092/10817 | |
| dc.identifier.uri | http://dx.doi.org/10.26021/5495 | |
| dc.language.iso | en | |
| dc.publisher | University of Canterbury. Marketing | en |
| dc.relation.isreferencedby | NZCU | en |
| dc.rights | Copyright Gena Wright | en |
| dc.rights.uri | https://canterbury.libguides.com/rights/theses | en |
| dc.subject | C2C | en |
| dc.subject | Online | en |
| dc.subject | Co-Creative | en |
| dc.subject | Advertising Campaigns | en |
| dc.subject | Sharing | en |
| dc.title | Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns | en |
| dc.type | Theses / Dissertations | |
| thesis.degree.discipline | Marketing | |
| thesis.degree.grantor | University of Canterbury | en |
| thesis.degree.level | Masters | en |
| thesis.degree.name | Master of Commerce | en |
| uc.bibnumber | 2122696 | |
| uc.college | UC Business School | en |