Consumer Generated Advertising in Blogs
Mutum, Dilip S. and Wang, Qing (2010) Consumer Generated Advertising in Blogs. In: Eastin, M.S. and Daugherty, T. and Burns, N., (eds.) Handbook of Research on Digital Media and Advertising. Hershey, PA: IGI Global, pp. 248-261. ISBN 978-1-6056-6792-8Full text not available from this repository.
Official URL: http://dx.doi.org/10.4018/978-1-60566-792-8.ch013
Blogs are the newest and potentially most attractive online media available to marketers. This chapter discusses the unique nature of blogs and the growing power of consumer generated content. This raises a number of questions as well as new opportunities. As the authors point out that existing literature on blog marketing only discusses the possible advantages of using blogs as a marketing tool and the addition of blogs into the marketing mix. However, the problem is that these studies totally ignored consumers’ perception towards blogs that carry advertisements. The rise of advertising companies that have stepped in to fill the gap between companies and bloggers, are discussed. Some examples of successful blog advertising campaigns are also provided. This chapter also presents a conceptual model that examines the salient factors that are likely to influence consumer attitude towards blogs and towards advertising in blogs, and more specifically on sponsored posts on blogs. It is hoped that this chapter would encourage other researchers to take a look at this unique media which in turn will help shed new light on how blogs are enabling a new model of consumer collaboration and consumer generated advertising.
|Item Type:||Book Item|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
|Place of Publication:||Hershey, PA|
|Book Title:||Handbook of Research on Digital Media and Advertising|
|Editor:||Eastin, M.S. and Daugherty, T. and Burns, N.|
|Number of Pages:||14|
|Page Range:||pp. 248-261|
|Access rights to Published version:||Restricted or Subscription Access|
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