PUBLICACIONES

Sidedness, commercial intent and expertise in blog advertising

ISI: Sidedness, commercial intent and expertise in blog advertising

CRISTIAN BUZETA R., RODRIGO URIBE B., MILENKA VELASQUEZ.

2016 - Journal of Business Research - Vol. 69, Nº 10, Pp 4403 - 4410

Abstract

Currently, the Internet is the main product information source for many consumer goods, mainly because the irruption of consumer reviews based on blogging. Messages placed on them are usually perceived as a reliable and independent source of information, compared to traditional advertising. Also, blogs are websites that have a high personal nature perception.  Using a 2x2x2 factorial design, this study seeks to evaluate the effectiveness of blogging commercial messages, measuring the influence of the message sidedness, communicator expertise and advertising intent and tests their influence over advertising effectiveness (measured as credibility and behavioral intention). Results show the relevance of using two-sided messages, expert sources and unbiased (non-sponsored) messages in terms of increase blog credibility and behavioral intention toward the reviewed product. Interactions of the variables are also examined.

Keywords

Blogging, advertising, message sidedness, communicator expertis.

¿Quieres seguir leyendo? [Accede a la publicación completa]

Profesor David Díaz converso en CNN Internacional sobre "Data Transfer Proyect"

El Data Transfer Project, ¿quién será dueño de la información?   Las gigantes tecnológicas lanzan un nuevo plan para permitir a sus usuarios t...

DataDriven: la forma en la que el marketing busca cuidar mejor al cliente y sus datos

Tendencia que mezcla tecnología y creatividad Aunque muchas veces se ha pensado que el producto es clave para definir estrategias de negocios u organizaciones, en los últimos a&nt...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.