In Blogs We Trust: The Interplay of Blogger, Blog Post, and Campaign Characteristics on Social Media Engagement

摘要

Sponsored blogging provides a unique opportunity for firms and practitioners to increase social media engagement through firm-generated WOM. However, little research has been done on the exact factors that drive increased social media engagement for blogs. This study aims to provide an in-depth understanding of how marketers can leverage the use of bloggers to affect success metrics on the awareness stage of the purchase funnel and help guide consumers' decision-making process.