From Enthusiast to Testimonial: The Blogger Evolution

Ariela Mortara and Geraldina Roberti

Micro & Macro Marketing, 2016, issue 3, 397-412

Abstract: The paper aims to demonstrate the evolution of the blogger's role from enthusiastic consumer of a product (or passionate about a topic) to beloved celebrity. Along this transformation the blogger becomes an opinion leader, able to orientate tastes, choices, and purchases of consumers. In this new role of influencer, the blogger is often chosen by companies as testimonial for their brands. The intrinsic danger of this transformation is the lack of consumer's trust in the blogger's independence. Although, the new role of the blogger as a celebrity fosters a different relationship, between the blogger and his/her audience, in which expertise related trust becomes unconditional admiration.

Keywords: Blog; Celebrity; Testimonial; Consumption; Trust. (search for similar items in EconPapers)
Date: 2016
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