Abstract
1) Consumer-generated advertising
- People Consumers AND Generators
- Creation of their own advertising loss of control
- Consumer agency
- Not only "co-creating brand meaning" but also "creating brand communication"
2) Virtual worlds
- Kind of an online community
- Interactions between online consumers
- Huge development since the last decade
- Innovation or irrational exuberance?
3) Consumers have more and more power
Not only consumers but participants
Brand meaning not controlled by companies alone
Several strategies from companies
