Bloggares inflytande på varumärkens image

Sammanfattning: The purpose of our study is to examine the bloggers‟ influence on the brand‟s image to see whether and if so in what way the blogging trend affects the brands. We also want to analyze how companies use bloggers in their marketing. This is a subject that has attracted our interest and that experience has not been touched in a higher extent. Our purpose has led us to the following research questions; Which relationships occur in collaborations between businesses and bloggers from a marketing perspective? In what way in terms of reciprocity can relations be described? To what extent can the credibility through blogs be affected in terms of how brands are presented in the blog? In this study we have used a qualitative method with an abductive nature to create a deeper understanding of our chosen subject. We have conducted an empirical study consisting of sixteen interviews with bloggers, PR agencies and companies. These are the three perspectives that have contributed to a deeper understanding of our analysis and the fulfillment of our purpose. From this study we found that popular bloggers have an influence on the brand's image, which can have both positive and negative effects. Based on our empirical study, we can see that bloggers have a strong impact on the brands as they are seen as opinion leaders who influence readers. Relationships occur mainly between companies and bloggers, but companies can collaborate with PR agencies, which act as an intermediary in the relationship between businesses and bloggers. It is important to establish and maintain good relations in order for all parties to benefit and preserve reciprocity in the relationship. We have come to the conclusion that bloggers can affect the credibility by how they choose to present the brand in their blogs.