Consumer generated advertising in blogs

Dilip S. Mutum, Q. Wang

    Research output: Chapter in Book/Report/Conference proceedingChapter

    19 Citations (Scopus)
    262 Downloads (Pure)

    Abstract

    Publisher statement: This chapter appears in the Handbook of Research on Digital Media and Advertising: User Generated Content Consumption edited/authored by M.S. Eastin, T. Daugherty & N.M. Burns, Copyright 2010, IGI Global, www.igi-global.com. Posted by permission of the publisher.
    Original languageEnglish
    Title of host publicationHandbook of Research on Digital Media and Advertising: User Generated Content Consumption
    EditorsMatthew S. Eastin, Terry Daugherty, Neal M. Burns
    Place of PublicationHershey, PA
    PublisherIGI Global
    Pages248-261
    Volume1
    ISBN (Print)9781605667928, 9781605667935
    DOIs
    Publication statusPublished - 2010

    Bibliographical note

    Please note Dr Mutum was working at Warwick university at the time of publication.
    This chapter appears in the Handbook of Research on Digital Media and Advertising: User Generated Content Consumption edited/authored by M.S. Eastin, T. Daugherty & N.M. Burns, Copyright 2010, IGI Global, www.igi-global.com. Posted by permission of the publisher.

    Keywords

    • blogs
    • consumer generated advertising
    • marketing mix

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  • Cite this

    Mutum, D. S., & Wang, Q. (2010). Consumer generated advertising in blogs. In M. S. Eastin, T. Daugherty, & N. M. Burns (Eds.), Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (Vol. 1, pp. 248-261). Hershey, PA: IGI Global. https://doi.org/10.4018/978-1-60566-792-8.ch013