Following the Fashionable Friend: The Power of Social Media

  title={Following the Fashionable Friend: The Power of Social Media},
  author={J. Colliander and Micael Dahl{\'e}n},
  journal={Journal of Advertising Research},
  pages={313 - 320}
ABSTRACT This article investigates—and compares—the effects of brand publicity in social and “traditional” digital media. In an analysis of consumer responses to identical brand publicity in seven popular blogs and seven popular online magazines, the authors found that blogs generated higher brand attitudes and purchase intentions. This effect can be explained, in part, by blogs' higher para-social interaction (PSI) with its users. They also found that—owing to that para-social interaction… Expand

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