What is it about?
The paper examines how blog users engage with the sponsored posts on blogs.
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Why is it important?
This study represents one of the first attempts to conceptualise and empirically examine how blog users engage with customer-generated advertising – sponsored posts. It examines how consumers perceive consumer-generated content and more specifically, with regard to consumer attitudes towards online consumer-generated advertising
Perspectives
As a blogger I was curious how blog readers perceive the sponsored content on personal blogs.
Professor Dilip S. Mutum
Monash University Malaysia
Read the Original
This page is a summary of: Avoidance of sponsored posts on consumer-generated content: a study of personal blogs, The Bottom Line, March 2018, Emerald,
DOI: 10.1108/bl-09-2017-0027.
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