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    Agency-Generated Research of Consumer-Generated Content: The Risks, Best Practices, and Ethics

    Access Status
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    Authors
    Dickinson, Sonia
    Kerr, G.
    Date
    2014
    Type
    Journal Article
    
    Metadata
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    Citation
    Dickinson, S. and Kerr, G. 2014. Agency-Generated Research of Consumer-Generated Content: The Risks, Best Practices, and Ethics. Journal of Advertising Research. 54 (4): pp. 469-478.
    Source Title
    Journal of Advertising Research
    DOI
    10.2501/JAR-54-4-454-468
    ISSN
    0021-8499
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/10946
    Collection
    • Curtin Research Publications
    Abstract

    Social media enable advertising agencies to engage directly with the public by participating in—and observing—real conversations. The current study recruited a Delphi panel to explore how some of the world’s leading advertising professionals view the use of social media to test, track, and evaluate advertising campaigns and how they identify related risks and ethical considerations. The findings suggest that agencies primarily use social media as a tool for understanding consumers and igniting insight, not as a means of testing creative ideas. The authors believe this research provides an important benchmark of agency best practice in social-media research and outlines ethical implications.

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