The Study of the Perception of Products Advertised by Bloggers Based on the Elaboration Likelihood Model

Student: Leontyeva Anastasia

Supervisor: Oleg N. Kashirskikh

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 9

Year of Graduation: 2020

In the last several years, use of the bloggers’ recommendations in personal blogs as important information sources has increased dramatically. The purpose of this study is to identify the most significant factors affecting the credibility of the products advertised by bloggers on their page, depending on the degree of involvement of the potential audience. Using the method of online survey, it was found that the most important factors for the involved consumers are such factors as accuracy, completeness and relevance of the information. The results of the survey can be used for further study of this phenomenon as well as for practical application including communication with the audience.

Full text (added May 18, 2020)

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