Quotation Hautz, Julia, Füller, Johann , Hutter, Katja, Thürridl, Carina. 2014. Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers' Perceptions and Intended Behavior. Journal of Interactive Marketing 28 (1): S. 1-15.


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Abstract

The advent of social media has challenged companies as sole creators of marketing messages. Whether intentionally branded or subconsciously promoted, users become ambassadors for products and brands by producing and disseminating user-generated content (UGC). Whereas previous studies on UGC have mainly considered verbal peer recommendations or written reviews, our research focuses on user-generated videos (UGVs). In our 2 (source: user vs. agency) × 2 (technical quality: low vs. high) experimental study, we explore the impact of user-generated videos (UGVs) vs. agency-generated videos (AGVs) on spectators' perceived source credibility and their intention to visit the tourist destination Tyrol in Austria, as promoted in the video. In addition, we explore the moderating role of video quality. In contrast to conventional wisdom, our results indicate that there is no general superiority of UGVs over AGVs. Rather, the influence of different video generators (user vs. agency) on spectators' perception and intended behavior depends on the technical quality of the video. In the case of low technical quality, users as generators have a significantly stronger positive effect on source trustworthiness and expertise and thereby on consumers' intended behaviors than AGVs. However, no impact from the generating source on trustworthiness has been found under the condition of highly technical quality. Concerning source expertise, videos generated by users are rated more highly than agency-generated videos under both low and high technical qualities, but the advantage is significantly lower under high technical quality. Our findings contribute to a better understanding of user-generated content overall and relativize the widely assumed general superiority of user-generated content over commercial, firm-generated content, at least in the case of videos.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Interactive Marketing
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new INF-A, MAR-A, STRAT-B, WH-B
Language English
Title Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers' Perceptions and Intended Behavior
Volume 28
Number 1
Year 2014
Page from 1
Page to 15
URL http://www.sciencedirect.com/science/article/pii/S1094996813000200
DOI dx.doi.org/10.1016/j.intmar.2013.06.003

Associations

People
Thürridl, Carina (Details)
External
Füller, Johann (Universität Innsbruck, Austria)
Hautz, Julia (Universität Innsbruck, Austria)
Hutter, Katja (Universität Innsbruck, Austria)
Organization
Marketing and Consumer Research IN (Details)
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