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

Davide Christian Orazi; Max Nikolaus Theilacker

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

Davide Christian Orazi, Max Nikolaus Theilacker

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/271006

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Global Marketing Conference

2014 Global Marketing Conference at Singapore (2014.07)
pp.876-888

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

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.

키워드

Advertising Authenticity Co-Creation Social Marketing Source Effects

저자

Davide Christian Orazi(The University of Melbourne)
Max Nikolaus Theilacker(The University of Melbourne)

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