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Curbing texting & driving with advertising co-creation

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  • Naletelich, Kelly
  • Ketron, Seth
  • Alejandro Gelves, J.

Abstract

Despite recent advances in technology and legislative action, texting while driving remains a major societal concern. This applied paper investigates the influence of active ad co-creation as a form of UGC that is effective at a) decreasing intentions to text while driving and b) promoting sharing of the ad with others. These effects emerge due to a positive effect of active ad co-creation on empowerment, which mediates the effects. Further, the findings indicate that partial ad co-creation is comparably effective to full ad co-creation, and collaborative (vs standard or competitive) ad co-creation can lead to even greater outcomes due to increased empowerment. Finally, we find that the positive influence of actively co-created ads wears out after about four weeks. The findings offer multiple theoretical and managerial implications within the domains of ad co-creation and UGC, especially related to boundary conditions in those areas as they relate to texting while driving.

Suggested Citation

  • Naletelich, Kelly & Ketron, Seth & Alejandro Gelves, J., 2023. "Curbing texting & driving with advertising co-creation," Journal of Business Research, Elsevier, vol. 156(C).
    • Handle: RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322009213
    DOI: 10.1016/j.jbusres.2022.113456
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    References listed on IDEAS

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