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Analysing commercials' success from a social constructivist perspective

From a social constructivist perspective (SCP) we analyse TV-commercials’ success. We address the following questions: Does the customer co-create meaning, and, more specific, is a commercial more successful if a customer plays a co-creating role? If so, both the customer and her experience, as well as the commercial, play a significant part in explaining the commercial’s success. As independent constructs to explain commercials’ success we used storytelling, indicating the commercial’s part, and experiential conclusiveness, indicating the customer’s part. We found support that the customer and seller via the commercial co-create meaning and coordinate their activities.

Identiferoai:union.ndltd.org:DRESDEN/oai:qucosa:de:qucosa:17060
Date23 January 2018
CreatorsLöbler, Helge, Maier, Markus, Markgraf, Daniel
ContributorsUniversität Leipzig
Source SetsHochschulschriftenserver (HSSS) der SLUB Dresden
LanguageEnglish
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/acceptedVersion, doc-type:conferenceObject, info:eu-repo/semantics/conferenceObject, doc-type:Text
SourcePaper as presented at the ICRM 2005, St. John's / Canada
Rightsinfo:eu-repo/semantics/openAccess

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