Sikta mot Stjärnorna
En komparativ studie över bloggares och kändisars effekter på konsumentbeteenden och konsumentattityder
During the second part of the 20th Century celebrities became more commonly used for commercial purposes as they could enhance purchase intentions, word-of-mouth- intentions and change attitudes towards brands and products. Over the last few years blogs and bloggers have become more and more used for product placing and the bloggers? power over consumers? behaviour has grown rapidly. The aim of this study is to compare a celebrity?s and a blogger?s impact on consumer behaviour and try to understand the underlying reasons why they do have such power over their audiences. By performing a quantitative study on Swedish consumers we have found that a celebrity still affects its audience to a higher extent than a blogger. However, the potential impact of a blogger is greater. Our study implicates that bloggers still have not reached the same status nor do they have the same credibility as celebrities. Yet bloggers can be very efficient if they play their cards correctly and they are more cost efficient to use for companies. This study contributes to the field of marketing with valuable insights for both companies and bloggers.