Consumers Like Companies That Use Their Content
Making consumer-generated content part of the advertising mix is one way a company can boost its likeability, according to a December 2006 study conducted by the American Marketing Association and Opinion Research Corporation. The study found that most adults (consumers aged 25 to 64)prefer companies that market via consumer-generated media to those that market via professional advertising; those surveyed indicate that a company using customer-created ads is more customer-friendly (68%), creative (56%), and innovative (55%). Relatively few adults feel a company that uses consumer-created ads is less trustworthy (10%), less socially responsible (10%), and less customer-friendly (5%).
Young adults (consumers aged 18 to 24), however, are slightly more dubious of what consumer-made content says about a company's character -- 21% say they are less trustworthy, 20% say they are less socially responsible, and 13% say they are less customer-friendly.
Learn more (AMA)
Learn more (Back Channel Media)
