{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,14]],"date-time":"2026-04-14T21:35:56Z","timestamp":1776202556708,"version":"3.50.1"},"reference-count":98,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2015,8,3]],"date-time":"2015-08-03T00:00:00Z","timestamp":1438560000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2015,8,3]]},"abstract":"\n Purpose<\/jats:title>\n \u2013 The purpose of this paper is to study the responses of young consumers to suspected covert and overt product-brand recommendations in a blog. <\/jats:p>\n <\/jats:sec>\n \n Design\/methodology\/approach<\/jats:title>\n \u2013 Experimental design was applied to investigate the effect of covert and overt marketing on young consumers\u2019 perceptions of blogger credibility and their behavioural intentions. <\/jats:p>\n <\/jats:sec>\n \n Findings<\/jats:title>\n \u2013 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\u2019s credibility. <\/jats:p>\n <\/jats:sec>\n \n Research limitations\/implications<\/jats:title>\n \u2013 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. <\/jats:p>\n <\/jats:sec>\n \n Practical implications<\/jats:title>\n \u2013 This study has implications for bloggers, companies, and policy makers. Although overt marketing is the most open and the recommended form of blog marketing, the study showed that overt marketing has negative effects. Therefore, bloggers need to carefully consider how they present a sponsorship. <\/jats:p>\n <\/jats:sec>\n \n Originality\/value<\/jats:title>\n \u2013 The study makes three important contributions. First, it answers the call for research on consumer reactions to covert (deceptive) and overt marketing tactics. Second, it contributes to blog marketing research by studying a case of suspected covert marketing where consumers do not know whether the blog is sponsored or not. Third, the study contributes to knowledge around young consumers, demonstrating that covert and overt tactics do not affect blogger credibility.<\/jats:p>\n <\/jats:sec>","DOI":"10.1108\/intr-02-2014-0041","type":"journal-article","created":{"date-parts":[[2015,7,16]],"date-time":"2015-07-16T10:53:40Z","timestamp":1437044020000},"page":"610-632","source":"Crossref","is-referenced-by-count":89,"title":["Young consumers\u2019 responses to suspected covert and overt blog marketing"],"prefix":"10.1108","volume":"25","author":[{"given":"Veronica","family":"Liljander","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Johanna","family":"Gummerus","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Magnus","family":"S\u00f6derlund","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2020122205112357500_b202","unstructured":"Armstrong, S.\n (2006), Bloggers for hire, New Statesman, [Online], available at: www.newstatesman.com\/node\/154081 (accessed 29 June 2012)."},{"key":"key2020122205112357500_b1","doi-asserted-by":"crossref","unstructured":"Arndt, J.\n (1967), \u201cRole of product-related conversations in the diffusion of a new product\u201d, \n Journal of Marketing Research\n , Vol. 4 No. 3, pp. 291-295.","DOI":"10.1177\/002224376700400308"},{"key":"key2020122205112357500_b2","doi-asserted-by":"crossref","unstructured":"Ashley, C.\n and \n Leonard, H.A.\n (2009), \u201cBetrayed by the buzz? 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