Tracking back-talk in consumer-generated advertising: An analysis of two interpretative approaches

Colin Campbell, Leyland Pitt, Michael Parent, Pierre Berthon

Research output: Contribution to journalArticleResearchpeer-review

27 Citations (Scopus)

Abstract

The article examines means of conducting advertising research on user-generated content such as Internet videos in social media which deal with brands and brand name products. It is noted that most of the available feedback on such content consists of comments posted on social media Web sites by other Internet users, rather than data generated through traditional research methodologies, Two means of evaluating such comments, correspondence analysis of the word structure in individual comments, and a content analysis based on Bayesian machine learning..
Original languageEnglish
Pages (from-to)224 - 238
Number of pages15
JournalJournal of Advertising Research
Volume51
Issue number1
DOIs
Publication statusPublished - 2011

Cite this