The new influencers: Are bloggers becoming the next celebrity endorsers?
Author
Riis, Camilla Bonde
Term
4. term
Publication year
2016
Submitted on
2016-05-31
Pages
72
Abstract
Brands are increasingly turning to bloggers as endorsers, raising questions about how this shift shapes consumer perceptions and blogger credibility. This thesis investigates young American consumers’ responses to blogger versus celebrity endorsements and examines how paid collaborations affect perceptions of bloggers’ trustworthiness. Guided by a critical rationalist, hypothetico‑deductive approach, the study analyzes questionnaire data in two parts using the Meaning Transfer Model, the Source Credibility Model, theories of multiple endorsements and attribution, and Dialogic Public Relations theory. The results indicate that bloggers are perceived as more trustworthy, knowledgeable, and relatable than celebrities, making them more effective endorsers and supporting the first hypothesis. At the same time, payment for endorsements generally lowers perceived credibility; however, bloggers can mitigate this through transparent practices—such as clear disclosures, truth-telling, and active dialogue with readers—yielding a more nuanced outcome for the second hypothesis. Overall, blogger endorsements appear more persuasive to young American consumers and can positively influence brand evaluations and purchase intentions, provided the blogger maintains an ethical, transparent relationship with the audience.
Virksomheder bruger i stigende grad bloggere som ambassadører, hvilket rejser spørgsmål om, hvordan dette påvirker forbrugernes opfattelser og bloggeres troværdighed. Specialet undersøger unge amerikanske forbrugeres reaktioner på blogger- kontra kendis-endorsements og hvordan betalte samarbejder påvirker vurderingen af bloggeres troværdighed. Med en kritisk rationalistisk, hypotetisk‑deduktiv tilgang analyseres data fra et spørgeskema i to dele med afsæt i McCrackens meningsoverførselsmodel, kildetroværdighedsmodellen, teorier om multiple endorsements og attribution samt dialogisk PR‑teori. Resultaterne peger på, at bloggere opfattes som mere troværdige, vidende og relaterbare end kendisser og dermed som mere effektive ambassadører, hvilket understøtter den første hypotese. Samtidig mindsker betaling for endorsements generelt den oplevede troværdighed; dette kan dog afbødes gennem gennemsigtighed—fx tydelig reklamemarkering, sandfærdighed og aktiv dialog med læserne—hvilket giver et mere nuanceret resultat for den anden hypotese. Samlet set fremstår blogger-endorsements som mere overbevisende for unge amerikanske forbrugere og kan påvirke brandvurderinger og købsintentioner positivt, forudsat at bloggeren opretholder en etisk og transparent relation til sit publikum.
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