Effectiveness of blog advertising: Impact of communicator expertise,advertising intent, and product involvement: ICIS 2007 breakthrough ideas in information technology

ICIS 2007 Proceedings - Twenty Eighth International Conference on Information Systems

Volumn , Issue , 2007, Pages

  Zhu, June Y ^a   Tan, Bernard C Y ^a  

^a NATIONAL UNIVERSITY OF SINGAPORE   (Singapore)

Author keywords

Advertising effectiveness; Advertising intent; Blog advertising; Communicator expertise; Product involvement

Indexed keywords

ADVERTISING INTENTS; BLOGGERS; COMMUNICATOR EXPERTISE; CRITICAL FACTORS; FACTORIAL DESIGN; INTERACTION EFFECT; PRODUCT INVOLVEMENT;

BLOGS; INFORMATION SYSTEMS;

MARKETING;

EID: 84870974298     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: None     Document Type: Conference Paper

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