Comparing blogs with print ads for corporate branding. The role of source credibility Online publication date: Thu, 04-Jun-2020
by Gema Vinuales; Daniel A. Sheinin
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 14, No. 2, 2020
Abstract: The explosion of new media and usage represents one of the most significant trends in marketing communications today. One of the major challenges in this environment is which type of media is most effective at communicating a corporate message. Across two studies, we demonstrate that a message in a blog generates a more positive corporate-brand attitude and higher engagement than the identical one in a print ad, and that source credibility mediates this effect. A blog is perceived as having higher source credibility than a print ad.
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