Users' Attitudes in the Context of Blogs and Communities-A Study

The Internet has opened up new opportunities for companies to market and sell their products online. In the early days of internet marketing and still some of the more widely used methods are Pop-ups and Banners. Research and academic studies have proven that these methods perceived as irritating and more or less being ignored. With this in mind, marketers have been searching to find new and alternative ways of internet marketing in addition to the traditional methods. Eventually, when the trend of blogs and communities began growing, so did the companies interests towards them. The purpose of this paper is to examine if marketing on sites such as blogs and communities are more positively perceived upon by internet users, whether or not the tailoring of advertisements had more effect on users, and there were any differences in the general perception of blog- and community advertisements among consumers. Empirical data were collected through an online survey. And then a conceptual framework was used for analyzing data. Results indicate that a majority of the respondents are more inclined towards advertisements on blogs and community sites as well as customized advertisements through internet. It was further found that these advertisements did not disrupt the surfer's flow as much as traditional media. Findings also show that a majority of the respondents are aware of online advertisements in general and just as many have developed a dislike towards them. The most common response to the question why advertisement on these social media was considered most effective , was that these ads were more related to the interests of the community. Finally, tailored ads developed and placed in tune with the content of website, have a larger effect on internet users than other random advertisements.