Does popularity compensate for expertise in blog advertorials?

• المؤلفون الرئيسيون: Clara, New Beishi, Cai, Ruihong, Chia, Laura Geok Hian
• مؤلفون آخرون: Chung Tuck Siong
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2013
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/51818
• المؤسسة: 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...