Agency-Generated Research of Consumer-Generated Content: The Risks, Best Practices, and Ethics
MetadataShow full item record
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.
Showing items related by title, author, creator and subject.
Coming of age in the digital era: An exploratory transnational study into Australian and Singaporean PR consultants’ attitude towards digital communication.Archer, C.; Wolf, Katharina (2017)Digital and social media tools are no longer new and have become standard components of the public relations toolkit. However, they have undoubtedly changed and shaped the practice of public relations (PR) over the past ...
Croeser, Sky; Highfield, T. (2015)The integration of social media and other online and mobile platforms and technologies into social movements around the globe has received significant academic attention around questions such as 'did social media cause a ...
Leaver, Tama; Highfield, Tim (2018)© 2016 Informa UK Limited, trading as Taylor & Francis Group. This paper examines two ‘ends’ of identity online–birth and death–through the analytical lens of specific hashtags on the Instagram platform. These ends are ...