The effects of ad-context congruency on responses to advertising in blogs: exploring the role of issue involvement

This study examines the effect of ad–context congruency and the moderating role of issue involvement on consumers’ responses to banner ads on blogs.

The effects of ad–context congruency on responses to advertising in blogs: exploring the role of issue involvement

Sigal Segev and Weirui Wang

Florida International University

Juliana Fernandes

University of Miami

Introduction

The growth in digital advertising expenditures provides unprecedented opportunities for advertisers that have yet to be explored (Truong et al. 2010). In particular, the blogosphere is becoming the new arena for marketing activities. Technorati’s State of the Blogosphere indicates that advertisements were placed on more than 50% of the blogs surveyed (Sussman 2009). This number is even higher for blogs that address public issues and events...

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