The Secrets behind Bloggers: To Uncover the Veil of Product Placement
Date Issued
2010
Date
2010
Author(s)
Chu-Wen, Chu
Abstract
Blog marketing takes off and many businesses are looking for well-known bloggers for product endorsements, hoping to sell more products via their popularity. However, articles by the bloggers are not merely personal experiences anymore, but more about the words of flattery bought by the businesses. With the help of CGM and writers brigade operated by public relations, the businesses try to reorder the search engine ranking and bring artificial blooms, such as online group buying and discussions. Hoping to encourage buying, they tempt to influence the consumers on their perceptions of products through the manipulation of public opinions. Such marketing practices were considered, by the academic circle, morally controversial. In view of this, FTC in the U.S amended the laws to regulate the marketing practice of online word-of-mouth, such as the bloggers’ endorsement, on which they should meet the principle of revelation; otherwise, they will be punished according to the law. As for Taiwan, although the legislators have proposed to call for amending the law modeled on the United States’, they still failed to attract the consensus in the community. Recently, Consumers'' Foundation actively has involved in the investigation of the bloggers’ product placement; however, whether the Government is amending the law or not, it remains to be seen. Still, the Internet spreads far and widely, so amending the law should not go without the self-discipline of the businesses and the check-and-balance by the general public collective. Having multiple ways and approaches working together, we could improve such situation and secure the rights of the consumers.
Subjects
blog
blog marketing
blogger
product placement
word of mouth marketing
internet marketing
Type
thesis
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