Does popularity compensate for expertise in blog advertorials?

• Main Authors: Clara, New Beishi, Cai, Ruihong, Chia, Laura Geok Hian
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/51818
• Institution: Nanyang Technological University

This study investigates how popularity and product expertise of a blogger can influence the readers’ attitudes towards the blog advertorial, attitude towards product advertised and the eventual purchase intention of the products. We set out to examine how popularity and expertise differ in affecting...