{"id":"https://openalex.org/W45800673","doi":null,"title":"Advertising co-creation and the engagement factor","display_name":"Advertising co-creation and the engagement factor","publication_year":2013,"publication_date":"2013-01-01","ids":{"openalex":"https://openalex.org/W45800673","mag":"45800673"},"language":"en","primary_location":{"id":"pmh:oai:repositorium.sdum.uminho.pt:1822/27640","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/1822/27640","pdf_url":"http://hdl.handle.net/1822/27640","source":{"id":"https://openalex.org/S4306402433","display_name":"Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"conference paper"},"volume":null,"type":"conference-paper","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://hdl.handle.net/1822/27640","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5102738719","display_name":"Ana Duarte Melo","orcid":"https://orcid.org/0000-0002-4598-7174","observed_orcids":["https://orcid.org/0000-0002-4598-7174"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Ana Duarte Melo","raw_affiliation_strings":[],"raw_orcid":"https://orcid.org/0000-0002-4598-7174","affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5073401273","display_name":"Sara Balonas","orcid":"https://orcid.org/0000-0003-0885-1718","observed_orcids":["https://orcid.org/0000-0003-0885-1718"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Sara Balonas","raw_affiliation_strings":[],"raw_orcid":"https://orcid.org/0000-0003-0885-1718","affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.2056,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.77343039,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":93},"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9901999831199646,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9901999831199646,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.006500000134110451,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.0017999999690800905,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/user-generated-content","display_name":"user-generated content","score":0.6959999799728394},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.6959999799728394},{"id":"https://openalex.org/keywords/brand-engagement","display_name":"brand engagement","score":0.5740000009536743},{"id":"https://openalex.org/keywords/interactive-advertising","display_name":"interactive advertising","score":0.5350000262260437},{"id":"https://openalex.org/keywords/viral-marketing","display_name":"viral marketing","score":0.4560000002384186},{"id":"https://openalex.org/keywords/social-media","display_name":"social media","score":0.6140000224113464},{"id":"https://openalex.org/keywords/brand-ambassadors","display_name":"brand ambassadors","score":0.7459999918937683},{"id":"https://openalex.org/keywords/consumer-brand-relationships","display_name":"consumer-brand relationships","score":0.45500001311302185},{"id":"https://openalex.org/keywords/brand-communication-strategy","display_name":"brand communication strategy","score":0.42899999022483826},{"id":"https://openalex.org/keywords/value-co-creation","display_name":"value co-creation","score":0.4129999876022339}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5058838725090027},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.35436564683914185}],"mesh":[],"locations_count":3,"locations":[{"id":"pmh:oai:repositorium.sdum.uminho.pt:1822/27640","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/1822/27640","pdf_url":"http://hdl.handle.net/1822/27640","source":{"id":"https://openalex.org/S4306402433","display_name":"Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"conference paper"},{"id":"pmh:oai:repositorium.uminho.pt:1822/27640","doi":null,"is_oa":true,"landing_page_url":"https://hdl.handle.net/1822/27640","pdf_url":null,"source":{"id":"https://openalex.org/S4306402433","display_name":"Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"conference paper"},{"id":"mag:45800673","doi":null,"is_oa":false,"landing_page_url":"https://repositorium.sdum.uminho.pt/bitstream/1822/27640/1/Co-creation%20and%20the%20engagement%20factor_%20paper.pdf","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:repositorium.sdum.uminho.pt:1822/27640","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/1822/27640","pdf_url":"http://hdl.handle.net/1822/27640","source":{"id":"https://openalex.org/S4306402433","display_name":"Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"conference paper"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W45800673.pdf","grobid_xml":"https://content.openalex.org/works/W45800673.grobid-xml"},"referenced_works_count":15,"referenced_works":["https://openalex.org/W19559272","https://openalex.org/W134975740","https://openalex.org/W602440937","https://openalex.org/W638746192","https://openalex.org/W1534154328","https://openalex.org/W1556780311","https://openalex.org/W2023678386","https://openalex.org/W2035630489","https://openalex.org/W2090969900","https://openalex.org/W2093505263","https://openalex.org/W2127962647","https://openalex.org/W2146307317","https://openalex.org/W2402975938","https://openalex.org/W2410066603","https://openalex.org/W2798298047"],"related_works":["https://openalex.org/W6885166087","https://openalex.org/W2506802042","https://openalex.org/W6991212069","https://openalex.org/W6990079291","https://openalex.org/W6941497547","https://openalex.org/W2739409209","https://openalex.org/W3011579891","https://openalex.org/W6981509272","https://openalex.org/W3091491249","https://openalex.org/W3110456197"],"abstract_inverted_index":{"In":[0],"2009,":[1],"McDonald's":[2,28],"launched":[3],"a":[4,65,70,72,124,189,288],"new":[5,213],"interactive":[6,36,46,191],"sign":[7,47,105],"at":[8,38],"Picadilly":[9,251],"Circus,":[10],"one":[11,39],"of":[12,40,197,215,221,232,266,290,320,334,339,376,391],"the":[13,96,104,107,119,130,154,177,240,249,255,264,267,280,296,301,321,324,332,361,371,374,392],"most":[14,42,196],"visited":[15],"places":[16],"in":[17,52,59,106,123,153,373],"London.":[18],"There,":[19],"passers-by":[20],"could":[21,33],"interact":[22],"with":[23,54,61,68,103,118,132,193],"moving":[24],"images":[25],"displayed":[26,49],"on":[27,90,95,138,176,242,258,300,323,331,360,396],"giant":[29],"LED":[30],"screen.":[31],"Visitors":[32],"take":[34],"an":[35,63,246],"role":[37],"London's":[41],"photographed":[43],"locations.":[44],"The":[45,116,230],"has":[48,109,121],"several":[50,147],"pictures":[51,81,102],"motion,":[53],"objects":[55],"chosen":[56],"to":[57,87,163,273,283,306,356,388],"be":[58],"interaction":[60],"people:":[62],"umbrella,":[64],"birthday":[66],"cake":[67],"candles,":[69],"balloon,":[71],"football,":[73],"among":[74],"others.":[75],"People":[76],"passing":[77],"by":[78,85,112,143,295],"started":[79],"taking":[80,101],"and":[82,140,146,168,217,285,341],"sharing":[83],"it":[84,137],"smartphones,":[86],"friends":[88],"or":[89,205,227],"social":[91,243],"networks.":[92,244],"A":[93],"video":[94],"Youtube,":[97],"that":[98,128,149,151,308],"shows":[99],"everyone":[100],"background,":[108],"been":[110],"seen":[111],"216":[113],"766":[114],"persons.":[115],"relation":[117,192],"brand":[120,225],"continued":[122],"viral":[125],"way:":[126],"people":[127],"took":[129],"picture":[131],"funny":[133],"aspects":[134],"have":[135],"shared":[136],"Flickr":[139],"Facebook.":[141],"Inspired":[142],"this":[144,314],"case":[145],"others":[148],"followed":[150],"lead":[152],"last":[155,256],"years":[156],"(Doritos/Super":[157],"Bowl;":[158],"Coca-Cola":[159],"Australia),":[160],"we":[161,309],"intent":[162,387],"analyse":[164],"co-creation,":[165],"user-generated":[166],"content":[167],"crowd":[169],"sourcing":[170],"advertising":[171,393],"as":[172,287,337],"communication":[173,186],"tools,":[174],"focused":[175],"following":[178],"issues:":[179],"\u2022":[180,207,229,278],"How":[181,208],"brands":[182,209,236],"are":[183,210],"changing":[184],"their":[185,203],"strategies":[187,220,234],"towards":[188],"more":[190],"costumers":[194],"and,":[195],"all,":[198],"proving":[199],"emotional":[200],"experiences,":[201],"beyond":[202],"product":[204],"service;":[206],"searching":[211],"for":[212,218,313],"ways":[214],"engagement":[216],"creative":[219],"turning":[222],"consumers":[223],"into":[224],"ambassadors":[226],"fans;":[228],"risks":[231],"those":[233],"since":[235],"no":[237],"longer":[238],"control":[239],"reactions":[241],"As":[245,293],"example,":[247],"despite":[248],"successful":[250],"Circus":[252],"Sign":[253],"action,":[254],"post":[257],"Youtube":[259],"from":[260],"MacDonalds1":[261],"is":[262],"about":[263],"decision":[265],"putting":[268],"some":[269,390],"posts":[270],"down":[271],"due":[272],"\u201cnot":[274],"acceptable\u201d":[275],"adult":[276],"language;":[277],"Finally,":[279],"importance":[281],"given":[282],"transparency":[284],"authenticity,":[286],"signal":[289],"crowdsourcing":[291],"power.":[292],"posted":[294],"MacDonalds":[297],"Picadilly\u2019s":[298],"author":[299],"Youtube:":[302],"\u201cWe":[303],"also":[304,354,386],"wanted":[305],"clarify":[307],"didn't":[310],"hire":[311],"actors":[312],"movie":[315],"but":[316,352],"filmed":[317],"general":[318],"members":[319],"public":[322],"day.\u201d":[325],"We":[326,385],"will":[327,353],"frame":[328],"our":[329],"analysis":[330],"scope":[333],"co-creation":[335,377,397],"theories":[336],"drivers":[338],"innovation":[340],"added":[342],"value":[343],"(C.":[344],"K.":[345],"Prahalad,":[346],"2004;":[347],"Ramaswamy":[348],"&":[349,366,382],"Gouillart,":[350],"2010),":[351],"look":[355],"other":[357],"recent":[358],"perspectives":[359,395],"subject":[362],"(Hall,":[363],"2010;":[364],"Melo":[365],"Sousa,":[367],"2010,":[368],"2012),":[369],"namely":[370],"impact":[372],"consumer":[375],"awareness":[378],"(Sigala,":[379],"2013;":[380],"Thompson":[381],"Malavyia,":[383],"2013).":[384],"pinpoint":[389],"industry":[394],"(Welch,":[398],"2012).":[399]},"counts_by_year":[{"year":2014,"cited_by_count":1}],"updated_date":"2026-10-31T12:09:11.096373","created_date":"2016-06-24T00:00:00"}