Consumer Generated Advertising in Blogs

摘要: Blogs are the newest and potentially most attractive online media available to marketers. This chapter discusses unique nature of blogs growing power consumer generated content. raises a number questions as well new opportunities. As authors point out that existing literature on blog marketing only possible advantages using tool addition into mix. However, problem is these studies totally ignored consumers’ perception towards carry advertisements. The rise advertising companies have stepped in fill gap between bloggers, discussed. Some examples successful campaigns also provided. presents conceptual model examines salient factors likely influence attitude blogs, more specifically sponsored posts blogs. It hoped this would encourage other researchers take look at which turn will help shed light how enabling collaboration advertising.