{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,27]],"date-time":"2026-05-27T20:57:54Z","timestamp":1779915474606,"version":"3.53.1"},"reference-count":41,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2015,4,13]],"date-time":"2015-04-13T00:00:00Z","timestamp":1428883200000},"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":[[2015,4,13]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>\u2013 As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an important issue in corporate advertising. However, the impact of different blog types on consumers and their advertising effectiveness are issues seldom addressed in the existing literature. The purpose of this paper is to view product information that consumers post on blogs as advertisements and compares advertising effectiveness between different blog types to help enterprises properly employ blogs in their marketing campaigns.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>\u2013 An experimental design was adopted, and 12 experimental contexts were designed. A valid sample of over 2,000 responses was collected to study between-group differences in advertising effectiveness.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>\u2013 The analytical results showed between-group difference in advertising effectiveness, which indicated that blog advertising effectiveness varies with different combinations of product constructs and blog types.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>\u2013 The limitations of this study related to the price factor was not incorporated into the experimental model, and shopping channels were not limited. There might be a gap between the prices of the experimental products and the average expense of online shoppers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>\u2013 The study proposed a framework which can help enterprises to evaluate the type and brand awareness of a product to be promoted and to select the blog type that maximizes advertising effectiveness (perceived risk, ad attitude, brand attitude, and purchase intention) in diffusing product information.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jeim-03-2014-0021","type":"journal-article","created":{"date-parts":[[2015,3,19]],"date-time":"2015-03-19T07:49:06Z","timestamp":1426751346000},"page":"346-362","source":"Crossref","is-referenced-by-count":44,"title":["Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness"],"prefix":"10.1108","volume":"28","author":[{"given":"Chen-Hsun","family":"Ho","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kuang-Hui","family":"Chiu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hsin","family":"Chen","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Anastasia","family":"Papazafeiropoulou","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2020122502071945900_b1","unstructured":"Aaker, D.A. (1996), Building Strong Brand , The Free Press, New York, NY."},{"key":"key2020122502071945900_b2","doi-asserted-by":"crossref","unstructured":"Alba, J.W. , Lynch, J. , Weitz, B. , Janizewski, C. , Lutz, R. , Sawyer, A. and Wood, S. (1997), \u201cInteractive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces\u201d, Journal of Marketing , Vol. 61 No. 3, pp. 38-53.","DOI":"10.1177\/002224299706100303"},{"key":"key2020122502071945900_b3","doi-asserted-by":"crossref","unstructured":"Bansal, H.S. and Voyer, P.A. (2000), \u201cWord-of-mouth processes within a services purchase decision context\u201d, Journal of Service Research , Vol. 3 No. 2, pp. 166-177.","DOI":"10.1177\/109467050032005"},{"key":"key2020122502071945900_b4","doi-asserted-by":"crossref","unstructured":"Bickart, B. and Schindler, R.M. (2001), \u201cInternet forums as influential sources of consumer information\u201d, Journal of Interactive Marketing , Vol. 15 No. 3, pp. 31-40.","DOI":"10.1002\/dir.1014"},{"key":"key2020122502071945900_b5","unstructured":"Bruner, G.C. II and Hensel, P.J. (1992), Marketing Scales Handbook: A Compilation of Multiitem Measures , American Marketing Association, Chicago, IL."},{"key":"key2020122502071945900_b6","doi-asserted-by":"crossref","unstructured":"Chesnay, T. and Su, D.K.S. (2010), \u201cThe impact of anonymity on weblog credibility\u201d, International Journal of Human computer studies , Vol. 68 No. 10, pp. 710-718.","DOI":"10.1016\/j.ijhcs.2010.06.001"},{"key":"key2020122502071945900_b7","doi-asserted-by":"crossref","unstructured":"Cheung, C.M.K. , Lee, M.K.O. and Rabjogn N. (2008), \u201cThe impact of electronic word-of-mouth: the adoption of online opinions in online customer communities\u201d, Internet Research , Vol. 18 No. 3, pp. 229-247.","DOI":"10.1108\/10662240810883290"},{"key":"key2020122502071945900_b8","doi-asserted-by":"crossref","unstructured":"Chiang, K.P. and Dholakia, R.R. (2003), \u201cFactors driving consumer intention to shop online: an empirical investigation\u201d, Journal of Consumer Psychology , Vol. 13 No. 1, pp. 177-183.","DOI":"10.1207\/153276603768344898"},{"key":"key2020122502071945900_b9","doi-asserted-by":"crossref","unstructured":"Crespo-Almendros, E. and Del Barrio-Garc\u00eda, S. (2014), \u201cThe quality of internet-user recall a comparative analysis by online sales-promotion types\u201d, Journal of Advertising Research , Vol. 54 No. 1, pp. 56-70.","DOI":"10.2501\/JAR-54-1-056-070"},{"key":"key2020122502071945900_b10","unstructured":"Ducoffe, R.H. (1996), \u201cAdvertising value and advertising on the web\u201d, Journal of Advertising Research , Vol. 36 No. 5, pp. 21-35."},{"key":"key2020122502071945900_b11","doi-asserted-by":"crossref","unstructured":"El-Haddadeh, R. , Weerakkody, V. and Peng, J. (2012), \u201cSocial networking services adoption in corporate communication: the case of China\u201d, Journal of Enterprise Information Management , Vol. 25 No. 6, pp. 559-575.","DOI":"10.1108\/17410391211272838"},{"key":"key2020122502071945900_b13","unstructured":"Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , Addison-Wesley, Reading, MA."},{"key":"key2020122502071945900_b14","unstructured":"Freiden, J.B. (1984), \u201cAdvertising spokesperson effects: an examination of endorser type and gender on two audiences\u201d, Journal of Advertising Research , Vol. 24 No. 5, pp. 33-41."},{"key":"key2020122502071945900_b15","doi-asserted-by":"crossref","unstructured":"Hsu, C.-L. and Lin, J.C.-C. (2008), \u201cAcceptance of blog usage: the roles of technology acceptance, social influence, and knowledge sharing motivation\u201d, Information & Management , Vol. 45 No. 1, pp. 65-74.","DOI":"10.1016\/j.im.2007.11.001"},{"key":"key2020122502071945900_b16","unstructured":"Huang, R. , and Sarig\u00f6ll\u00fc, E. (2012). \u201cHow brand awareness relates to market outcome, brand equity, and the marketing mix\u201d, Journal of Business Research , Vol. 65, No. 1, pp. 92-99."},{"key":"key2020122502071945900_b17","doi-asserted-by":"crossref","unstructured":"Jain, S.P. and Posavac, S.S. (2001), \u201cPrepurchase attribute verifiability, source credibility, and persuasion\u201d, Journal of Consumer Psychology , Vol. 11 No. 3, pp. 169-180.","DOI":"10.1207\/S15327663JCP1103_03"},{"key":"key2020122502071945900_b18","doi-asserted-by":"crossref","unstructured":"Keller, K.L. (1993), \u201cConceptualizing, measuring, and managing customer-based brand equity\u201d, Journal of Marketing Research , Vol. 57 No. 1, pp. 1-22.","DOI":"10.1177\/002224299305700101"},{"key":"key2020122502071945900_b19","doi-asserted-by":"crossref","unstructured":"King, M.F. and Balasubramanian, S.K. (1994), \u201cThe effects of expertise, end goal, and product type on adoption of preference formation strategy\u201d, Journal of the Academy of Marketing Science , Vol. 22 No. 2, pp. 146-159.","DOI":"10.1177\/0092070394222004"},{"key":"key2020122502071945900_b20","doi-asserted-by":"crossref","unstructured":"Klein, L.R. (1998), \u201cEvaluating the potential of interactive media through a new lens: search versus experience goods\u201d, Journal of Business Research , Vol. 41 No. 3, pp. 195-203.","DOI":"10.1016\/S0148-2963(97)00062-3"},{"key":"key2020122502071945900_b21","doi-asserted-by":"crossref","unstructured":"Lavidge, R.J. and Steiner, G.A. (1961), \u201cA model for predictive measurements of advertising effectiveness\u201d, Journal of Marketing , Vol. 25 No. 4, pp. 59-62.","DOI":"10.1177\/002224296102500611"},{"key":"key2020122502071945900_b22","doi-asserted-by":"crossref","unstructured":"MacKenzie, S.B. and Lutz, R.J. (1989), \u201cAn empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context\u201d, Journal of Marketing , Vol. 53 No. 2, pp. 48-65.","DOI":"10.1177\/002224298905300204"},{"key":"key2020122502071945900_b23","doi-asserted-by":"crossref","unstructured":"Money, R.B. , Money, M.C. , and Graham, J.L. (1998), \u201cExplorations of national culture and word-of-mouth referral behavior in the purchase of industrial services in the United States and Japan\u201d, Journal of Marketing , Vol. 2 No. 4, pp. 76-87.","DOI":"10.1177\/002224299806200406"},{"key":"key2020122502071945900_b24","doi-asserted-by":"crossref","unstructured":"Nelson, P. (1974), \u201cAdvertising as information\u201d, The Journal of Political Economy , Vol. 82 No. 4, pp. 729-754.","DOI":"10.1086\/260231"},{"key":"key2020122502071945900_b25","doi-asserted-by":"crossref","unstructured":"Papadopoulos, T. , Stamati, T. and Nopparouch, P. (2013), \u201cExploring the determinants of knowledge sharing via employee weblogs\u201d, International Journal of Information Management , Vol. 33 No. 1, pp. 133-146.","DOI":"10.1016\/j.ijinfomgt.2012.08.002"},{"key":"key2020122502071945900_b26","unstructured":"Ratchford, B.T. (1987), \u201cNew insights about the FCB grid\u201d, Journal of Advertising Research , Vol. 27 No. 4, pp. 24-38."},{"key":"key2020122502071945900_b27","doi-asserted-by":"crossref","unstructured":"Reingen, P.H. and Kernan, J.B. (1986), \u201cAnalysis of referral networks in marketing: methods and illustration\u201d, Journal of Marketing Research , Vol. 23 No. 4, pp. 370-378.","DOI":"10.1177\/002224378602300407"},{"key":"key2020122502071945900_b28","doi-asserted-by":"crossref","unstructured":"Richardson, P.S. , Dick, A.S. and Jain, A.K. (1994), \u201cExtrinsic and extrinsic cue effect on perceptions of store brand quality\u201d, Journal of Marketing Research , Vol. 58 No. 4, pp. 28-36.","DOI":"10.1177\/002224299405800403"},{"key":"key2020122502071945900_b29","unstructured":"Roberts, R.R. and Kraynak, J. (2008), Walk Like a Giant, Sell Like a Madman , Wiley, Hoboken, NJ."},{"key":"key2020122502071945900_b30","doi-asserted-by":"crossref","unstructured":"Senecal, S. and Nantel, J. (2004), \u201cThe influence of online product recommendations of consumers online choices\u201d, Journal of Retailing , Vol. 80 No. 2, pp. 159-169.","DOI":"10.1016\/j.jretai.2004.04.001"},{"key":"key2020122502071945900_b32","doi-asserted-by":"crossref","unstructured":"Stone, R.N. and Gronhaug, K. (1993), \u201cPerceived risk: further considerations for the marketing discipline\u201d, European Journal of Marketing , Vol. 27 No. 3, pp. 39-50.","DOI":"10.1108\/03090569310026637"},{"key":"key2020122502071945900_b33","doi-asserted-by":"crossref","unstructured":"Sweeney, J.C. , Soutar, G.N. and Johnson, L.W. (1999), \u201cThe role of perceived risk in the quality-value relationship: a study in a retail environment\u201d, Journal of Retailing , Vol. 75 No. 1, pp. 77-105.","DOI":"10.1016\/S0022-4359(99)80005-0"},{"key":"key2020122502071945900_b34","unstructured":"Technorati (2007), \u201cThe state of the live web\u201d, April 5, available at: http:\/\/technorati.com\/weblog\/2007\/04\/328.html"},{"key":"key2020122502071945900_b35","doi-asserted-by":"crossref","unstructured":"Vrana, V. and Zafiropoulos, K. (2010), \u201cLocating central travelers\u2019 groups in travel blogs\u2019 social networks\u201d, Journal of Enterprise Information Management , Vol. 23 No. 5, pp. 595-609.","DOI":"10.1108\/17410391011083056"},{"key":"key2020122502071945900_b36","doi-asserted-by":"crossref","unstructured":"Wang, A. (2005), \u201cThe effects of expert and consumer endorsements on audience response\u201d, Journal of Advertising Research , Vol. 45 No. 4, pp. 402-412.","DOI":"10.1017\/S0021849905050452"},{"key":"key2020122502071945900_b37","unstructured":"Wertime, K. and Fenwick, I. (2008), DigiMarketing: The Essential Guide to New Media and Digital Marketing , John Wiley and Sons, Hoboken, NJ."},{"key":"key2020122502071945900_b38","doi-asserted-by":"crossref","unstructured":"Williams, J.B. and Jacobs, J. (2004), \u201cExploring the use of blogs as learning spaces in the higher education sector\u201d, Australasian Journal of Educational Technology , Vol. 20 No. 2, pp. 232-247.","DOI":"10.14742\/ajet.1361"},{"key":"key2020122502071945900_b40","unstructured":"Wright, J. (2006), Blog Marketing: The Revolutionary New Way to Increase Sales, Build Your Brand, And Get Exceptional Results , McGraw-Hill Book Company, New York, NY."},{"key":"key2020122502071945900_b39","unstructured":"Wright, J.S. , Wamer, D.S. , Winter, W.S. and Zeigler, S.K. (1977), Advertising , McGraw-Hill Book Company, New York, NY."},{"key":"key2020122502071945900_b41","doi-asserted-by":"crossref","unstructured":"Xiang, Z. and Gretzel, U. (2010), \u201cRole of social media in online travel information search\u201d, Tourism Management , Vol. 31 No. 2, pp. 179-188.","DOI":"10.1016\/j.tourman.2009.02.016"},{"key":"key2020122502071945900_b42","unstructured":"Zeithaml, V.A. (1981), \u201cHow consumer evaluation processes differ between goods and services\u201d, in Donnelly, J.H. and George, W.R. (Eds), Marketing of Services , American Marketing Association, Chicago, IL, pp. 186-190."},{"key":"key2020122502071945900_frd1","unstructured":"BIGresearch (2006), \u2018BIG executive briefing\u2019, June, available at: www.bigresearch.com\/news\/EBJune06.htm (accessed September 2013)."}],"container-title":["Journal of Enterprise Information Management"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/JEIM-03-2014-0021","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/JEIM-03-2014-0021\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/JEIM-03-2014-0021\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T22:30:59Z","timestamp":1753396259000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/jeim\/article\/28\/3\/346-362\/205373"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2015,4,13]]},"references-count":41,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2015,4,13]]}},"alternative-id":["10.1108\/JEIM-03-2014-0021"],"URL":"https:\/\/doi.org\/10.1108\/jeim-03-2014-0021","relation":{},"ISSN":["1741-0398"],"issn-type":[{"value":"1741-0398","type":"print"}],"subject":[],"published":{"date-parts":[[2015,4,13]]}}}