Are Beauty Bloggers More Influential than Traditional Industry Experts?

Chloe Wright

Abstract


The rise and impact of the blogosphere has rocketed over the past decade while traditional media outlets have seen circulation and readership decline. This has seen increased time spent on influencer relations activities by Public Relations (PR) Professionals and the use of bloggers as influencers within campaigns. Though media relations remain an important PR activity, the rising importance of bloggers poses the question of their value within promotional activity and campaigns.  This study offers an exploration of the value of bloggers, compared with journalists as traditional industry experts, by measuring the influence they have on the purchase intentions of female consumers of beauty products between the ages of 18 and 24. This is conducted through phenomenological study of beauty consumer’s experiences as well as some insight to the experiences of beauty PR professionals

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