AN INVESTIGATION OF FACTORS THAT INFLUENCE BLOG ADVERTISING EFFECTIVENESS

Since 2000, blogs have rapidly become a cyberspace phenomenon. The new medium has createda 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 isvery successful. A recent survey showed that 40% of the customers that read blog advertisingmade a purchase. This study investigates factors that affect blog advertising effectiveness. Alaboratory experiment was designed to determine the effects of appeal strategies, quantity andquality of negative comments, and customer involvement with the advertised product. Theexperiment was designed to test informational and. emotional appeal strategies, high and lowproportions of negative comments, high and low qualities of negative comments, and high andlow levels of customer involvement with the advertised product. Study results show thatinformational appeals match customer needs, for customers with high levels of customerinvolvement. Study results show that emotional appeals match customer needs, for customerswith low levels of customer involvement. Study results show that proportion of negativecomments has an effect, for any type of customer. Study results show that high-quality negativecomments affect customer attitudes more than low-quality negative comments, for customerswith high levels of customer involvement. Study results extend theoretical and practicalknowledge concerning factors that effect blog advertising effectiveness.