Comparative Studies Of The Influence On Brand Responses Of Consumer Between Consumer-generated Advertising And Firm-generated Advertising

With the advent of the Internet + era,advertisements have evolved from one-way communication in the past to the form that consumers search,integrate and produce brand advertisements and spread among consumers through interactive sharing.As a result,consumer-generated advertising comes out.In respond to the brand,consumers’ attitude or behavior varies,including advertising attitude,brand attitude,desire to purchase,intention to propagate and so on.Because of that consumer-generated advertising more than advertisements made by enterprises express attitude of consumers themselves,consumers are more and more trusting the brand information provided by such advertisements.Therefore,it is of great significance to study the impact of consumer-generated advertising and firm-generated advertising on consumer brand response.Consumer-generated advertising also comes in different genres,including positive ads consistent with official attitude(public interest consumer-generated advertising)and negative ads(mischievous consumer-generated advertising)that are inconsistent with official attitude.On account of that consumer-generated advertising that contains negative information has humorous,authentic and distinctive feature,the viral effects caused by their huge traffic volume have also attracted the attention of many scholars.However,the empirical study of the integration and comparison on firm-generated advertising and consumer-generated of multiple types advertising is rare.It is of great importance to study the differences in the impact on consumers’ brand response when such firm-generated advertising and multi-type consumers-generated advertising coexisting with social media in the Internet age.Therefore,from the perspective of the entire process that consumers respond to brand,this paper studies the different impact that firm-generated advertising and multi-type consumers-generated advertising have on consumers’ brand response.First of all,through empirical research,this paper explores the different effect of consumers’ attitude towards advertising,brand attitude,desire to purchase and willingness to communicate after watching consumer-generated advertising and firm-generated advertising.Empirical findings show that consumers are more positive influenced by consumers’ brand response when they watch multi-type consumers-generated advertising than viewer firm-generated advertising.This article also explores the difference between public interestconsumer-generated advertising and mischievous consumer-generated advertising.The results show that consumers are more desired to buy and willing to spread after they watch mischievous consumer-generated advertising than view public interest consumer-generated advertising.Then,based on the ELM model,the paper analyzes the possibility of regulating effect of brand experience.By analyzing the types of advertisements(consumer-generated advertising and firm-generated advertising)and the types of advertisements produced by consumers(public interest consumer-generated advertising and mischievous consumer-generated advertising)based on the results of empirical research,we conclude that the brand experience has a regulatory effect on the differences in the impact of advertising types on brand responses of consumer,and that content type has a regulatory effect on advertisement attitude and brand attitude in the impact of advertising types on brand responses of consumer.Finally,based on the effect hierarchy model and the emotion transfer model,this study constructs the consumer brand response hierarchical model.The research results of this paper also make up for the lack of integration research on firm-generated advertising and multi-type consumers-generated advertising,provide a new research perspective for the consumer brand response process,and provide marketing reference for enterprises to use and how to manage consumer-generated advertising.