Comparing blogs with print ads for corporate branding. The role of source credibility
Marketing and Business Analytics
International Journal of Internet Marketing and Advertising
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.
Marketing Science Institute
Blogs, Corporate branding, Corporate identity, Corporate message, Marketing communications, Media effectiveness, Print ads, Source credibility
Gema Vinuales and Daniel A. Sheinin. "Comparing blogs with print ads for corporate branding. The role of source credibility" International Journal of Internet Marketing and Advertising (2020): 168-183. https://doi.org/10.1504/IJIMA.2020.107660