Factors Affecting Willingness to Participate in Consumer Generated Advertisement
Document Type
Article
Publication Date
5-18-2018
Publication Title
International Journal of Hospitality Management
First page number:
1
Last page number:
10
Abstract
Understanding customers’ willingness-to-participate is critical to predict the likelihood of active involvement resulting in positive outcomes of value co-creation. Grounded in service-dominant logic, value co-creation, and theory of attachment, this study used brand attachment and monetary rewards as factors influencing customers’ willingness to participate in a consumer-generated advertisement (CGA) contest. The impact of attitudes and willingness-to-participate in CGA co-creation on brand loyalty and behavioral intention was examined. Four co-creation contest scenarios depicted different monetary rewards along with a winning consumer-generated video was presented to 311 US respondents. Results indicated that willingness-to-participate was significantly affected by brand attachment and CGA attitudes. Monetary rewards did not significantly influence willingness-to-participate and negatively affected future behavioral intention. CGA attitudes and willingness-to-participate mediated the relationship between brand attachment and brand loyalty. Brand attachment in combination with positive CGA attitudes overpowered contest monetary rewards. Theoretical and practical implications are discussed.
Keywords
Consumer-generated advertisement; Co-creation; Rewards; Loyalty; Brand attachment; Attitudes; Behavioral intention
Disciplines
Hospitality Administration and Management
Language
English
Repository Citation
Shulga, L. V.,
Busser, J. A.,
Bai, B.
(2018).
Factors Affecting Willingness to Participate in Consumer Generated Advertisement.
International Journal of Hospitality Management
1-10.
http://dx.doi.org/10.1016/j.ijhm.2018.05.004
