The emergence of web 2. 0 and social networks has fundamentally changed the way we communicate: Nowadays, any average user can participate in the production of texts and the exchange of opinions online, and new social agents such as bloggers, vloggers and online influencers have arisen. The subject of the thesis are vlogs of YouTube influencers, which have been so far under-researched in linguistics and represent a new form of marketing in the digital age. The objective of the thesis is to thoroughly describe this new media format and to find out how the various modalities (such as spoken and written language, dynamic images, gestures and facial expressions, sound, music etc.) and the elements of intertextuality (the use of hashtags, hyperlinks etc.) affect the marketing function and other communicative purposes of vlogs. In order to explore this, we conducted a textlinguistic and multimodal analysis of two vlogs of YouTube influencers, focusing mainly on aspects such as function, theme, language, multimodality and intertextuality. The thesis contributes to the theory and research in the fields of text linguistics, multimodality and online communication.