An Investigation of Factors that Influence Blog Advertising Effectiveness

Since 2000, blogs have rapidly become a cyberspace phenomenon. The new medium has created a growing trend: blog advertising. Blogs offer unique advantages over other types of advertising, such as reader coverage and low cost. In addition, blogs generally contain customer comments, which new customers can use to evaluate the advertised products. As a result, blog advertising is very successful. A recent survey showed that 40% of the customers that read blog advertising made a purchase. This study investigates factors that affect blog advertising effectiveness. A laboratory experiment was designed to determine the effects of appeal strategies, quantity and quality of negative comments, and customer involvement with the advertised product. The experiment was designed to test informational and. emotional appeal strategies, high and low proportions of negative comments, high and low qualities of negative comments, and high and low levels of customer involvement with the advertised product. Study results show that informational appeals match customer needs, for customers with high levels of customer involvement. Study results show that emotional appeals match customer needs, for customers with low levels of customer involvement. Study results show that proportion of negative comments has an effect, for any type of customer. Study results show that high-quality negative comments affect customer attitudes more than low-quality negative comments, for customers with high levels of customer involvement. Study results extend theoretical and practical knowledge concerning factors that effect blog advertising effectiveness.