PUBLICACIONES

Sidedness, commercial intent and expertise in blog advertising

ISI: Sidedness, commercial intent and expertise in blog advertising

RODRIGO URIBE B., CRISTIAN BUZETA R., 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]

El no utilizar estándares de sostenibilidad significa que algo estamos dejando de hacer

La crisis surgida en Quintero y Puchuncaví deja abiertas varias interrogantes que por ahora parecen estar lejos de resolverse, pues más allá de los episodios concretos que se v...

La Universidad de Chile propone mejorar los sesgos generados hacia las mujeres en el mundo laboral

Es necesario fortalecer y transferir herramientas conceptuales sobre el impacto que generan las diferencias de género en el trabajo. El pasado 09 de Agosto. El Observatorio de Gest...

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.