The current study examines the influences of blog type and blog message type on consumers’ perceptions of brand credibility and brand similarity. Additionally, the study seeks to understand the interaction effects of blog type and message type on brand credibility and brand similarity and on consumer engagement with a blog. The findings reveal that message type, specifically product message, is an important consideration when marketers want to illustrate similarities between the brand and consumers. Additionally, it was found that product messages should be considered when encouraging consumer engagement with a blog. However, blog type did not have an effect on consumer perceptions of brand credibility and similarity or consumer engagement.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc407834 |
| Date | 12 1900 |
| Creators | Melton, Rebecca |
| Contributors | Kim, Jiyoung, Josiam, Bharath, Pookulangara, Sanjukta |
| Publisher | University of North Texas |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | Text |
| Rights | Public, Melton, Rebecca, Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved. |
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