Consumer generated advertising in blogs

Dilip Mutum, Qing Wang

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review

32 Citations (Scopus)


Blogs are the newest and potentially most attractive online media available to marketers. This chapter discusses the unique nature of blogs and the growing power of consumer generated content. This raises a number of questions as well as new opportunities. As the authors point out that existing literature on blog marketing only discusses the possible advantages of using blogs as a marketing tool and the addition of blogs into the marketing mix. However, the problem is that these studies totally ignored consumers' perception towards blogs that carry advertisements. The rise of advertising companies that have stepped in to fill the gap between companies and bloggers, are discussed. Some examples of successful blog advertising campaigns are also provided. This chapter also presents a conceptual model that examines the salient factors that are likely to influence consumer attitude towards blogs and towards advertising in blogs, and more specifically on sponsored posts on blogs. It is hoped that this chapter would encourage other researchers to take a look at this unique media which in turn will help shed new light on how blogs are enabling a new model of consumer collaboration and consumer generated advertising.

Original languageEnglish
Title of host publicationHandbook of Research on Digital Media and Advertising
Subtitle of host publicationUser Generated Content Consumption
PublisherIGI Global
Number of pages14
ISBN (Print)9781605667928
Publication statusPublished - 2010
Externally publishedYes

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