Influence of Bloggers on Consumers: A Critical Analysis

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
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Author Note

1CONSUMER BEHAVIOUR
In the age of digitalization and social media there are many other avenues that are
being focused on and are gaining immense popularity. One of them is bloggers. Bloggers are
considered to be the people who regularly write and post for blogs. It is the duty of the
bloggers to diversify their own content and this keeps the content fresh and interesting which
adds value to their fan base or readers (Khan et al. 2017) Blogging in recent times has
become a popular career for the creative people and they often make money by selling their
content, digital products and many more. This paper is a critical analysis of a journal article.
This article talks about the influence of bloggers on consumers in recent times and
links the information search motivation with the attributes of the bloggers (Balabanis &
Chatzopoulou, 2019).. Bloggers today have become popular and their influence and power to
shape the perception of the consumer has made many people astonished and has led to
several studies conducted to understand what has paved way for this situation in recent times.
The study concludes by saying that bloggers are considered to be opinion leaders however
people view their sites when they want and when they are attracted (Balabanis &
Chatzopoulou, 2019). Aligning with this it is seen that the motivation to search or acquire
information is the same. One either has an objective in the mind to search the information or
the piece of information attracts the readers and makes them motivated to read the article.
The concept of linking the information search motivation with the characteristics of
the blogger is unique and attracts the reader to go on and read the article. This article is a
pretty good article as it gives a different perspective about bloggers being opinion leaders and
having authority in the society in recent times which was not thought before. The article gives
an insight of the minds of the people and show why bloggers are treated as mini celebrities
and how they have had the power to influence and have a fan following of their own.
According to research most bloggers are successful because of their appearance, their
attractive content and the trust they have gained because of their charming personality