Autori
Mortara, ArielaRoberti, GeraldinaTitolo
Da appassionato a testimonial: l'evoluzione del bloggerPeriodico
Micro & macro marketingAnno:
2016 - Volume:
75 - Fascicolo:
3 - Pagina iniziale:
397 - Pagina finale:
412The 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.
SICI: 1121-4228(2016)75:3<397:DAATLD>2.0.ZU;2-
Testo completo:
https://www.rivisteweb.it/download/article/10.1431/84722Testo completo alternativo:
https://www.rivisteweb.it/doi/10.1431/84722Esportazione dati in Refworks (solo per utenti abilitati)
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