So Whaddya Think? Consumers Create Ads and Other Consumers Critique Them

With the availability of online creative tools, consumers create ad-like communications on their own or in response to company contests. These consumer-generated ads (CGA) are like word-of-mouth (WOM) in that they are consumer-to-consumer communications, yet they have the look and feel of traditional advertising. We examine consumer responses to both contest and unsolicited CGA and company ads using data gathered from consumers via netnography and depth interviews. Content analysis is used to compare the three ad types and reveals that the contest rules frame CGA so that they resemble company ads while unsolicited CGA differ from both ad types. Findings show that consumers respond to both types of CGA by engaging with the ad rather than the brand, much like an ad critic, while company ads elicit brand associations. Unsolicited CGA are seen as authentic, but not credible, while contest ads are seen as credible, but not authentic, revealing a boundary condition to the conventional view that authenticity leads to credibility. ► We compare two types of consumer-generated ads (CGA), unsolicited and contest, with a company ad for Tide-to-Go. ► We examine consumer responses to the three ad types via netnography and depth interviews. ► Results indicate that consumers engage with the ad rather than the brand with both types of CGA. ► Unsolicited CGA are seen as authentic, but not credible, while contest CGA are viewed as credible, but not authentic.