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 (Lowrey et al. 2011). Characterised by conversational, two-way communication and an affinity with their readers, blogs have two major advantages as an advertising platform. First, they are highly contextual and focused on a single topic, so the types of products or services advertised can accord with the theme of the blog (Müller et al. 2011). Second, blogs reach consumers who are very interested in the subject and the content covered on this platform (Papacharissi 2007).