An investigation into the effects of blogging as an advertising tool in influencing purchase intention

dc.contributor.advisorPerez, Evaen
dc.contributor.authorGreenalgh, Darragh
dc.date.accessioned2021-04-26T16:06:23Z
dc.date.available2021-04-26T16:06:23Z
dc.date.issued2020
dc.description.abstractIn recent years blogs have become a popular source of advertising and a trusted source for consumers to refer to during their decision-making process. However, little research has paid close attention to the impact of different blog types on purchase intention and their advertising effectiveness. The purpose of this study was to investigate the effectiveness of blogs as an advertising tool and to examine the impact they have on consumer purchase intention. Using a mono method study and a deductive research approach the results of a survey involving 108 participants was analysed and indicated that trust in the blogger had a significantly influential effect on blog users’ attitude towards the brand and purchase intention. The findings also demonstrated that the effectiveness of advertising can be determined by the interaction effect of blog type and product type. The results suggest the use of bloggers to be a promising marketing strategy for increasing sales.en
dc.identifier.citationGreenalgh, D. (2020). An investigation into the effects of blogging as an advertising tool in influencing purchase intention. Masters Thesis, Dublin Business School.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/4205
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.titleAn investigation into the effects of blogging as an advertising tool in influencing purchase intentionen
dc.typeThesisen
dc.type.degreelevelMScen
dc.type.degreenameMSc in Digital Marketing
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