Young consumers’ responses to suspected covert and overt blog marketing

Published on Jul 16, 2015in Internet Research4.708
· DOI :10.1108/INTR-02-2014-0041
Veronica Liljander4
Estimated H-index: 4
(Hanken School of Economics),
Veronica Liljander21
Estimated H-index: 21
(Hanken School of Economics)
+ 0 AuthorsMagnus Söderlund20
Estimated H-index: 20
(HHS: Stockholm School of Economics)
Purpose – The purpose of this paper is to study the responses of young consumers to suspected covert and overt product-brand recommendations in a blog. Design/methodology/approach – Experimental design was applied to investigate the effect of covert and overt marketing on young consumers’ perceptions of blogger credibility and their behavioural intentions. Findings – Overt marketing had a negative effect on behavioural intentions, such as future interest in the blogger, intention to engage in word-of-mouth, and purchase intention. Covert marketing did not affect the intended behaviour. Neither covert nor overt marketing influenced the blogger’s credibility. Research limitations/implications – The study was delimited to a small sample; one blog, one type of product recommendation, and a well-known brand. Young, well-educated consumers with experience in reading blogs may be able to filter the brand recommendations and focus on the content of the blog. Practical implications – This study has implications fo...
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