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

Publication Date

1-1-2020

Document Type

Article

Publication Title

International Journal of Internet Marketing and Advertising

Volume

14

Issue

2

DOI

10.1504/IJIMA.2020.107660

First Page

168

Last Page

183

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.

Funding Sponsor

Marketing Science Institute

Keywords

Blogs, Corporate branding, Corporate identity, Corporate message, Marketing communications, Media effectiveness, Print ads, Source credibility

Department

Marketing and Business Analytics

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