Abstract
Nowadays, more and more firms employ blog marketing as the CRM strategy. The proportion of the sponsored content on the blog is increasing. In order to protect consumer rights, the government requires bloggers to disclose the sponsor relationship in the articles. Under this situation, we try to investigate the following questions. (1)Whether the disclosure place of sponsored content would influence consumers’ brand attitudes, advertising recognition and trustworthiness? (2)Whether the influence of disclosure would be moderated by bloggers’ expertise and readers’ construal level? (3)Whether the advertising recognition and trustworthiness effect the brand attitude? To address these issues, this study surveyed 371 samples. The result shows that the bloggers’ expertise moderates the relation between disclosure place and brand attitude, however, construal level does not. Further, the bloggers’ expertise moderates the relation between disclosure place and trustworthiness, but construal level does not. Lastly, there is significant effect of the disclosure place on advertising recognition and trustworthiness has significant effect on brand attitude, however, the advertising recognition dose not.