Consumer Generated Advertising and Brand Trust in The Consumer Experience
Reeves, C (2010) Consumer Generated Advertising and Brand Trust in The Consumer Experience. [Dissertation (University of Nottingham only)] (Unpublished)
Increasing media clutter now exposes consumers to thousands of commercial messages every day (Gritten, 2007). The advent of the internet and technology over the past twenty years now means consumer-generated media such as blogs, podcasts, and online social networking sites are a further source (Gritten, 2007). Building brand trust remains, now more than ever, crucial to corporate marketers, in a world where consumers are losing faith in traditional marketing strategies. Social media has given the consumer a new voice, increasing interactivity in the consumer-brand relationship which provides new challenges and opportunities.
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