In the last few years, influencers have become a part of our everyday life, as consumers tend to get their information about products and services through them rather than through advertisers. Advertisers have acknowledged this as an opportunity and have begun including them in their campaigns. An analysis of four influencers, who are both Youtube content creators and blog writers, was carried out and has shown that they adopt all described methods for creating a positive influence on consumers, helping them with their purchase decisions and creating a recognizable beauty brand. Lana Spital and Katja Grudnik, who are both bloggers and vloggers were chosen for the analysis, as well as Nika Veger, who is just a blog writer and Lepa Afna, a Youtube creator, to determine if the communication channel affects the influencing methods. The results suggest that influencing methods and characteristics do not vary between blogging and vlogging, only thing that differs is the aesthetics and the structuring of information in blog content. Results also showed that influencers devote great attention to creating friendly relationship with their followers.
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