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...