Contests: from a young consumer's perspective

Abstract

Purpose

The purpose of this paper is to examine how contests can be used to generate interest in a particular brand.

Design/methodology/approach

The paper studies the psyche of young consumers and examines the role of social networks and how young consumers rely on this media for new and instant information. It looks at how social networks have emerged as platforms on which entire campaigns are developed, utilizing various online web services to engage participants, getting them to solve problems and puzzles in order to win prizes.

Findings

In summary, when creating a contest for young consumers, marketers should first be able to appreciate the influences that the internet and social media have on their campaign in terms of getting the word out and how conversations may take place during the life of the contest, and factoring them into the equation when creating a contest.

Originality/value

The paper posits that contests, especially those conducted through social media, are a good way to solicit feedback and have genuine conversations with fans.

Citation

Hongjun, W. (2010), "Contests: from a young consumer's perspective", Young Consumers, Vol. 11 No. 3, pp. 239-243. https://doi.org/10.1108/17473611011074304