Tuesday, May 17, 2011

UNDERSTANDING CONSUMER CONVERSATIONS AROUND ADS IN A WEB 2.0 WORLD

User-generated online content poses a problem when it takes the form of advertising. Consumer-generated advertising challenges researchers and practitioners to understand consumers’ articulated responses to ads and to the re- sponses of other consumers, as well as the implications these may have for the brand. 

Read the research paper by clicking here.
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