Factors affecting willingness to participate in consumer generated advertisement

Understanding customers' willingness-to-participate is critical to predict the likelihood of active involvement resulting in positive outcomes of value co-creation. Grounded in service-dominant logic, value co-creation, and theory of attachment, this study used brand attachment and monetary rewards as factors influencing customers' willingness to participate in a consumer-generated advertisement (CGA) contest. The impact of attitudes and willingness-to-participate in CGA co-creation on brand loyalty and behavioral intention was examined. Four co-creation contest scenarios depicted different monetary rewards along with a winning consumer-generated video was presented to 311 US respondents. Results indicated that willingness-to-participate was significantly affected by brand attachment and CGA attitudes. Monetary rewards did not significantly influence willingness-to-participate and negatively affected future behavioral intention. CGA attitudes and willingness-to-participate mediated the relationship between brand attachment and brand loyalty. Brand attachment in combination with positive CGA attitudes overpowered contest monetary rewards. Theoretical and practical implications are discussed.