Avoidance of sponsored posts on consumer-generated content: a study of personal blogs

IF 8 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE

Bottom Line Pub Date : 2018-03-06 DOI:10.1108/BL-09-2017-0027

Dilip S. Mutum, Ezlika M. Ghazali, A. Mohd‐Any, B. Nguyen

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引用次数: 6

Abstract

Purpose This study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs. Design/methodology/approach This paper empirically tested the proposed hypotheses using the structural equation modelling using a sample of 399 blog users. Findings The need for cognition, perceived interactivity and perceived credibility of blogs has been found to directly influence consumers’ attitude towards blogs. Innovativeness has been found to have a weak negative link with the attitude towards blogs. Blog users were more favourable towards the sponsored posts if the blogs were more interactive. Attitude towards blogs has been found to mediate the relationship between users’ perceived interactivity and their avoidance of the sponsored posts and also between perceived credibility and avoidance of the sponsored posts on blogs. The most significant finding of this study is that the positive attitude towards a blog results in a higher avoidance of the sponsored posts. Research limitations/implications This study focuses on the sponsored posts on blogs. It does not look at other forms of advertising on blogs such as banner ads, or other forms of consumer-generated content. Practical implications Marketers and bloggers should carefully consider the suitability of the sponsored posts on blogs as they risk alienating the regular users of the blogs. Sponsored posts which are perceived as honest reviews (as opposed to paid advertorials) might be more acceptable to blog users. Social implications This study highlights the importance of credibility of bloggers to blog users. There are some serious ethical issues related to the sponsored posts which have not been discussed here but need to be examined further. Originality/value This study represents one of the first attempts to conceptualise and empirically examine how blog users engage with customer-generated advertising – sponsored posts. It contributes to marketing literature by enhancing the understanding of how consumers perceive consumer-generated content and more specifically, with regard to consumer attitudes towards online consumer-generated advertising. This study enhances the theoretical and empirical knowledge on how consumers react to advertisements on social media, with important suggestions for future research and implications for practitioners.

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避免在消费者生成的内容上发布赞助文章:一项关于个人博客的研究

本研究旨在概念化并实证检验博客用户如何参与消费者生成内容(特别是博客)上的赞助帖子。本文以399名博客用户为样本，采用结构方程模型对提出的假设进行了实证检验。发现认知需求、感知互动性和感知可信度直接影响消费者对博客的态度。创新与博客态度呈弱负相关。如果博客的互动性更强，用户更倾向于赞助文章。研究发现，对博客的态度在用户感知交互性与他们对赞助文章的回避之间以及感知可信度与对博客上赞助文章的回避之间起到中介作用。本研究最重要的发现是，对博客的积极态度导致更高的避免赞助的帖子。本研究主要关注博客上的赞助文章。它没有考虑博客上其他形式的广告，如横幅广告，或其他形式的消费者生成内容。实际意义营销人员和博主应该仔细考虑博客上赞助文章的适用性，因为他们可能会疏远博客的常规用户。被认为是诚实评论的赞助文章(与付费软文相反)可能更容易被博客用户接受。本研究强调了博客作者可信度对博客用户的重要性。有一些严重的道德问题与赞助帖子有关，这里没有讨论，但需要进一步审查。原创性/价值本研究首次尝试概念化和实证检验博客用户如何参与客户生成的广告赞助帖子。它通过加强对消费者如何感知消费者生成内容的理解，更具体地说，关于消费者对在线消费者生成广告的态度，有助于营销文献。本研究增强了消费者对社交媒体广告反应的理论和实证知识，对未来的研究具有重要的建议和对从业者的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Bottom Line INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

9.90

自引率

12.20%

发文量

期刊介绍： Because The Bottom Line: Managing Library Finances is written and edited by well respected figures from the librarian community - you can be assured the topics covered will be particularly relevant to you and your library.