The multidimensional nature and brand impact of user-generated ad parodies in social media

Abstract

AbstractWhat is the impact of ad parodies on the brands they spoof? This question arises from the recent confluence of heightening comedic interest in parodying advertising and the growing trend of amateurs creating their own ad parodies in social media. This article reports on a multi-phase study investigating the key dimensions of ad parodies and how they influence brand attitudes, attitudes towards the parodies, and intention to pass along the parodies. Four primary dimensions of ad parodies were discovered: humour, truth, mockery and offensiveness. Humour and truth were positively related to attitudes towards the parodies and intention to pass them along, while offensiveness was negatively related to attitudes towards the parodies. However, the dimensions of ad parodies had no impact on brand attitudes. The results demonstrate that, although advertisers should be aware of this trend, they can take comfort in consumers' ability to distinguish between brand messages and entertainment. Additional informationNotes on contributorsBruce G. Vanden BerghBruce G. Vanden Bergh (PhD, University of Tennessee) is a professor of advertising in the Department of Advertising, Public Relations and Retailing at Michigan State University. His research interests include linguistic, creative and cultural aspects of advertising.Mira LeeMira Lee (PhD, University of Minnesota-Twin Cities) is an associate professor of marketing in the College of Business Administration at Chung-Ang University. Her research focuses on consumer responses to consumer-generated content on the Internet and the use of entertainment games for advertising and marketing purposes.Elizabeth T. QuilliamElizabeth T. Quilliam (PhD, Michigan State University) is an assistant professor in the Department of Advertising, Public Relations and Retailing at Michigan State University. Her research focuses on the intersection between marketing and society, concerned with public policy issues such as advertising to children, privacy, health and corporate social responsibility.Thomas HoveThomas Hove (PhD, University of Wisconsin-Madison) is an assistant professor in the Department of Advertising, Public Relations and Retailing at Michigan State University. His recent research focuses on ethical issues in public relations and advertising in both traditional and new media.