Sidedness, commercial intent and expertise in blog advertising

Rodrigo Uribe*, Cristian Buzeta, Milenka Velásquez

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

68 Scopus citations


Currently, the internet is the main product information source for many consumer goods, mainly because of the irruption of consumer reviews based on blogging. Messages placed on them are usually perceived as a reliable and independent source of information, compared to traditional advertising. Also, blogs are websites that have a high personal nature perception. Using a 2 × 2 × 2 factorial design, this study seeks to evaluate the effectiveness of blogging commercial messages, measuring the influence of the message sidedness, communicator expertise and advertising intent and tests their influence over advertising effectiveness (measured as credibility and behavioral intention). Results show the relevance of using two-sided messages, expert sources and unbiased (non-sponsored) messages in terms of increase blog credibility and behavioral intention toward the reviewed product. Interactions of the variables are also examined.

Original languageEnglish
Pages (from-to)4403-4410
Number of pages8
JournalJournal of Business Research
Issue number10
StatePublished - 1 Oct 2016
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2016 Elsevier Inc.


  • Advertising
  • Advertising intent
  • Blogging
  • Communicator expertise
  • Message sidedness


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