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dc.contributor.authorDickinson, Sonia
dc.contributor.authorKerr, G.
dc.identifier.citationDickinson, 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.

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.

dc.publisherWorld Advertising Research Center
dc.titleAgency-Generated Research of Consumer-Generated Content: The Risks, Best Practices, and Ethics
dc.typeJournal Article
dcterms.source.titleJournal of Advertising Research
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available

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