Avoidance of sponsored posts on consumer-generated content: a study of personal blogs

Purpose: This study aims to conceptualise and empirically examine how blog users engage with the sponsored posts on consumer-generated content, specifically blogs. Design/methodology/approach: This paper empirically tested the proposed hypotheses using the structural equation modelling using a sampl...

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Autors principals: Mutum, Dilip S., Ghazali, Ezlika Mohd, Mohd-Any, Amrul Asraf, Nguyen, Bang
Format: Article
Publicat: Emerald 2018
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