With increasing competition in every field, marketing techniques are continuously evolving. Research conducted by Benjamin Lawrence, Susan M Fournier and Frederic F Brunel examines how consumer-generated advertising is gaining popularity over traditional advertising. Direct participation of consumers helps companies gain their trust. Also, compared with commercial ads, “consumer-made” ads are much more powerful as independent people who aren’t related to the company make them and can, therefore, be expected to tell the truth about the product.

 

Title: When Companies Don’t Make the Ad: A Multi-Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising; 

Source: SSRN