Title: Comparing blogs with print ads for corporate branding. The role of source credibility

Authors: Gema Vinuales; Daniel A. Sheinin

Addresses: Lucas College and Graduate School of Business, San Jose State University, 1 Washington Square, San Jose, CA 95112, USA ' College of Business Administration, University of Rhode Island, 7 Lippitt Rd., Kingston, RI 02881, USA

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.

Keywords: source credibility; corporate identity; corporate branding; blogs; print ads; marketing communications; media effectiveness; corporate message.

DOI: 10.1504/IJIMA.2020.107660

International Journal of Internet Marketing and Advertising, 2020 Vol.14 No.2, pp.168 - 183

Received: 20 Oct 2018
Accepted: 11 Jun 2019

Published online: 04 Jun 2020 *

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