Mapping Cultural Consumer Engagement in User-Generated Advertising
Rossolatos, George, Interdiscursive Readings in Cultural Consumer Research, Newcastle upon Tyne: Cambridge Scholars Publishing, pp. 84-134, 2018
59 Pages Posted: 27 Apr 2020
Date Written: April 1, 2018
Abstract
User-generated advertising (UGA) has been blossoming over the past few years as marketers are actively seeking to tighten bonds with consumers through engagement methods. Despite the rampant availability of listening technologies and the ever more nuanced mining of social media through Big Data applications, our understanding of the implications and the potential of UGA from a digital humanities point of view remains limited. This study ventures into mapping the inter-discursive cultural terrain of UGA with a view to furnishing a systematic account of how it affords to flesh out co-creatively a brand vision. To this end, a sociosemiotic approach is adopted that dimensionalizes the cultural resources employed in UGA as a nested structure that combines macro-cultural aspects of cultural order/type with micro-cultural ones, such as genre and concrete cultural representations. The conceptual model is exemplified by recourse to a UGA corpus from the 10th and final wave of Doritos’ Crash the Super Bowl promotion, under-girded by a mixed methods research design that features a grounded theoretical procedure, facilitated by quantitative analyses.
Keywords: User-Generated Advertising, Doritos, Cultural Analysis, Social Semiotics, Mixed Methods, Multiple Correspondence Analysis
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