Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness

Purpose – As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an important issue in corporate advertising. However, the impact of different blog types on consumers and their advertisin...

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Veröffentlicht in:	Journal of enterprise information management 2015-04, Vol.28 (3), p.346-362
Hauptverfasser:	Ho, Chen-Hsun, Chiu, Kuang-Hui, Chen, Hsin, Papazafeiropoulou, Anastasia
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Attitudes Blogs Celebrities Channels Communication Consumers Content creation Design of experiments Diffusion Expenses Information & knowledge management Information communication Information sources Information systems Instant messaging Internet Knowledge sharing Marketing Mathematical analysis Perceptions Principal components analysis Product information Purchase intention Purchasing Recommender systems Risk perception Trust User behavior Web 2.0
Online-Zugang:	Volltext
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