This four-part multi-method investigation into the under-researched yet increasingly prevalent phenomenon of consumer-generated advertising (CGA) confirms a performance advantage over traditional advertising and suggests a rationale for this differential. CGAs benefit from heightened consumer...

This naturalistic inquiry probes WOM concerning online consumer-generated advertising (CGA). Through a content analysis of online conversations regarding fourteen CGAs posted to YouTube.com, we uncover that multiple engagement dimensions (i.e., ad, brand, brand community and community-at-large)...