Effectiveness of Blog Advertising: Impact of Communicator Expertise, Advertising Intent, and Product Involvement

Blog advertising, which refers to the paid sponsorship of bloggers to review, promote, or sell products in their blog writing, is becoming prevalent. This paper investigates the impact of three critical factors on blog advertising effectiveness: communicator expertise, advertising intent, and product involvement. An experiment with a 2×2×2 factorial design was used to test their interaction effects on advertising effectiveness. The results indicate that, for low-involvement products, there is better advertising effectiveness when low-expertise communicators are explicit about the advertising intent or when high-expertise communicators are implicit about the advertising intent. But for high-involvement products, the results show that when low-expertise communicators are explicit about the advertising intent, the outcome is lesser advertising effectiveness. For such products, advertising effectiveness does not differ when high-expertise communicators are implicit or explicit about the advertising intent. Based on these results, some implications for further research and practice are given.