Title: Why follow beauty bloggers? An investigation with Brazilian consumers

Authors: Ana Maria Boa Morte Costa; Irene Raguenet Troccoli; Márcio Moutinho Abdalla

Addresses: Estácio de Sá University, Avenida Presidente Vargas, 642/22o andar – Rio de Janeiro (RJ), Brazil ' Rio de Janeiro (RJ), Brazil ' Federal Fluminense University/Professional Administration Master's Program, Rua Desembargador Ellis Hermydio Figueira, 783-Volta Redonda, Rio de Janeiro, Brazil

Abstract: This qualitative article adds to the theory regarding technology acceptance by consumers upon addressing the characteristics of bloggers that arouse interest in internet users to the point where these become loyal followers. By means of individual interviews and a focus group with followers of a blogger hired by a beauty hair products company in Brazil, factors of an already tested behavioural model applied to blog users (the influence of the perceived usefulness of blogger recommendations, the blog reader's confidence in them, and the reputation of bloggers on consumers' purchasing attitudes and intentions) were confirmed when in the case of followers of bloggers hired by this company. Evidence not only confirmed the model, but also contributed academically with two novelties: 1) followers feel motivated in their relationship with a blogger when these contacts entertain them, not infrequently involving aspects extraneous to seeking guidance on the company's products; 2) there is a new element that motivates customers to follow the blogger: a personal identification with this professional. Limitations of this research are listed and future studies are suggested.

Keywords: bloggers; digital influencers; reputation; trust; perceived usefulness; attitude; interview; focus group; qualitative; behavioural model.

DOI: 10.1504/IJIMA.2021.115423

International Journal of Internet Marketing and Advertising, 2021 Vol.15 No.3, pp.281 - 301

Received: 06 Nov 2019
Accepted: 07 Apr 2020
Published online: 02 Jun 2021 *

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