Thesis--Wisconsin. / Vita.

Thesis (M.A.)--University of Missouri-Columbia, 2004. / Typescript. Includes bibliographical references (leaves 77-80). Also available on the Internet.

Thesis (M.A.)--University of Missouri-Columbia, 2004. / Typescript. Includes bibliographical references (leaves 77-80). Also available on the Internet.

Thesis (MBus)--University of South Australia, 1994

Thesis (M.F.A.)--Rochester Institute of Technology, 1991. / Typescript. Includes bibliographical references (leaf 72).

Thesis (Ph. D.)--University of Missouri-Columbia, 2002. / Typescript. Vita. Includes bibliographical references (leaves 169-178). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2002. / Typescript. Vita. Includes bibliographical references (leaves 169-178). Also available on the Internet.

This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns. To achieve this aim, this study used a grounded theory approach, to gather a comprehensive amount of data to discover theoretical propositions about the phenomenon. A total of ten unstructured depth interviews were conducted before theoretical saturation was reached. The results of the study found that consumer motivations to share co-creations online were pride, and to connect with others, conceptualised by social media self-presentation, and a consciousness of others. Whilst consumer motivations to participate in co-creative advertising campaigns were escapism and self-interest. The primary implication of these findings is understanding how organisations can influence consumer motivations to share co-creations online, hence, organisations advertising, by increasing personal connections that consumers can use to connect with others in consumer-to-consumer platforms online.

This thesis involves development, execution and analyzing of the first of a two-part longitudinal study for use in researching and evaluating the 1980 advertising campaign sponsored by the Indiana Dental Association.The data for this analysis was derived from responses to a 501-person random telephone survey in eight Indiana cities. The results were used to determine the accuracy of the advertising campaign target audience as well as provide a basis for advertisement recognition in the post-test.

Thesis (Ph. D.)--University of Washington, 2000. / Vita. Includes bibliographical references (leaves 73-78).