Young consumers’ responses to suspected covert and overt blog marketing
Abstract
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...
Paper Details
Title
Young consumers’ responses to suspected covert and overt blog marketing
Published Date
Aug 3, 2015
Journal
Volume
25
Issue
4
Pages
610 - 632
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