Does popularity compensate for expertise in blog advertorials?

Abstract

This study investigates how popularity and product expertise of a blogger can influence the readers’ attitudes towards the blog advertorial, attitude towards product advertised and the eventual purchase intention of the products. We set out to examine how popularity and expertise differ in affecting the dependent variables and which of the two has a stronger impact. Through these findings, we aim to draw conclusions to assist marketers in maximising their marketing efforts via sponsorship of blog advertorials.

Hypotheses were formulated and tested through a between-subjects post-test only experimental design with one control group and three treatment groups. Findings from the statistical analysis of 122 responses showed that both perceived popularity and perceived expertise positively affects the independent variables, attitude towards blog advertorial and product. It was also found that both dependent variables positively correlate with purchase intention. However, popularity and expertise act differently as moderators. While popularity moderates the correlation between product expertise and individuals’ attitude towards the blog advertorial, expertise moderates the correlation between product expertise and individuals’ attitude towards the product.

This study also offers insights on managerial implications based on our findings. While both popularity and expertise are able to improve the purchase intention eventually, popular bloggers are preferred due to their greater effectiveness in inducing positive feelings through advertorials and generating positive attitude towards products. Future research in the area of blog advertorials can be carried out to assist marketers in achieving other objectives such as maintaining and building brand loyalty.