KOREASCHOLAR

AUTHENTICITY, SOURCE DISCLOSURE AND CO-CREATOR IDENTITY: THE POTENTIAL OF ADVERTISING CO-CREATION FOR PUBLIC HEALTH CAMPAIGNS

Davide Christian Orazi, Max Nikolaus Theilacker
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271006
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.876-888
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Employing a 2 (Source disclosure: Health agency vs. Co-created) x 2 (Co-creator identity: General vs. Specific) between-subjects fractional factorial design, this research explores how the disclosure of consumer involvement in developing public health messages can increase advertising effectiveness. This effect is enhanced by revealing the co-creator’s identity and experience with the health issue.

Keyword
AdvertisingAuthenticityCo-CreationSocial MarketingSource Effects
Author
  • Davide Christian Orazi(The University of Melbourne)
  • Max Nikolaus Theilacker(The University of Melbourne)