Northampton Electronic Collection of Theses and Research

The Virtual lobby group: online petitions as a means of advertising regulation

Mortimer, K. and Kerr, G. (2014) The Virtual lobby group: online petitions as a means of advertising regulation. In: Proceedings of the 13th International Conference on Research in Advertising (ICORIA). Netherlands: EAA.

Item Type: Conference Proceedings
Abstract: This study examines how the general public, individually or in lobby groups, are using online petition sites to complain about advertisements and compares this activity with the use of established self-regulatory organisations. More specifically, it presents the results of a content analysis of petitions relating to advertising that have appeared on change.org and considers these actions in line with our understanding of online consumer empowerment and ethical judgement. The results indicate that people are aggregating, sometimes in large numbers and often complaining about different issues from those received by the SROs. The implications for the work of SROs are discussed.
Subjects: H Social Sciences > HF Commerce > HF5801 Advertising
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.32 Consumer behavior
Creators: Mortimer, Kathleen and Kerr, Gayle
Publisher: EAA
Northamptonshire and East Midlands: Business and Industry
Faculties, Divisions and Institutes: University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship
University Faculties, Divisions and Research Centres - OLD > Research Centre > China and Emerging Economies Centre
University Faculties, Divisions and Research Centres - OLD > Research Centre > Centre for Sustainable Business Practices
Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date: June 2014
Date Type: Publication
Title of Book: Proceedings of the 13th International Conference on Research in Advertising (ICORIA)
Event Title: 13th International Conference on Research in Advertising (ICORIA 2014)
Event Dates: 26-28 June 2014
Place of Publication: Netherlands
Event Location: Amsterdam, Netherlands
Event Type: Conference
Language: English
Status: Published / Disseminated
Refereed: Yes
Related URLs:
URI: http://nectar.northampton.ac.uk/id/eprint/7455

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