Credibility of bloggers’ posts compared to brand posts: iHerb case : SMM research
Selivanova, Ekaterina (2019)
Lataukset:
2019
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019121626822
https://urn.fi/URN:NBN:fi:amk-2019121626822
Tiivistelmä
Due to explosive growth of social media during past years, amount of social media bloggers is also growing. Bloggers with decent number of followers become new advertising channels, alternative to brands’ own social media promotion. However, there is a controversy in literature concerning trust to blogger advertising.
In this research, it was intended to define whether Instagram bloggers would be a trustable advertising tool when compared to brand posts for the iHerb online store promotion.
Action research was used where participants (n=84) were exposed to different conditions: blogger advertising and brand advertising on the Instagram. The results have shown that for iHerb advertising on the Instagram, blogger advertising was less trustable tool for consumers than were brand posts. Limitations of research were discussed.
In this research, it was intended to define whether Instagram bloggers would be a trustable advertising tool when compared to brand posts for the iHerb online store promotion.
Action research was used where participants (n=84) were exposed to different conditions: blogger advertising and brand advertising on the Instagram. The results have shown that for iHerb advertising on the Instagram, blogger advertising was less trustable tool for consumers than were brand posts. Limitations of research were discussed.