Аdvertising on Blogs: the Impact of Different ad Integrations on Brand Attitude

The development of social networks and the specific ability of opinion leaders to influence on people have determined the demand of bloggers among the advertisers as the communication channel, which can not only build the brand knowledge, but also influence on brand attitude. However, until now bloggers as the marketing tool that can influence on marketing effects have been poorly investigated. In this connection advertisers often face difficulties with the choice of advertising integration type, while they are developing the campaign. The purpose of the Master’s dissertation is to analyze the influence of 5 factors, which determine the variation of advertising integration types, on the brand attitude. Empirical results of the investigation on the factors’ influence on brand attitude and practical recommendations on working with bloggers are given at this work. The work consists of 3 chapters. The first chapter is devoted to the study of bloggers as the modern marketing communication channel. The main types of advertising integrations and modern working with bloggers approaches are described in this chapter. The second chapter discloses the concept of «brand attitude» as the communication effect and the metrics of its measuring. This chapter also includes the ways bloggers can influence on brand attitude. The final chapter consists of the description of empirical study on factors’ influence on brand attitude. This part describes factors’ choice, empirical base, empirical analysis and practical recommendations on working with bloggers.