Story versus info: Tracking blog readers’ online viewing time of sponsored blog posts based on content-specific elements

作者：

Highlights：

• The study examines blog readers' real-time viewing duration of sponsored blog posts.

• Sponsored blog posts with a storytelling and an informational format were compared.

• Sponsored blog post format has a direct effect on reader's online attention.

• Storytelling sponsored blog posts generated significantly longer viewing time.

摘要

•The study examines blog readers' real-time viewing duration of sponsored blog posts.•Sponsored blog posts with a storytelling and an informational format were compared.•Sponsored blog post format has a direct effect on reader's online attention.•Storytelling sponsored blog posts generated significantly longer viewing time.

论文关键词：Online user behavior,Sponsored content,Blog advertising,Storytelling,Online viewing time,Web analytics

论文评审过程：Received 18 August 2017, Revised 29 November 2017, Accepted 1 January 2018, Available online 2 January 2018, Version of Record 6 January 2018.

论文官网地址：https://doi.org/10.1016/j.chb.2018.01.001