BLOGER JAKO DORADCA ZAKUPOWY. BUDOWANIE ZAUFANIA I RELACJI Z ODBIORCĄ NA PRZYKŁADZIE BLOGÓW WWW. MACADEMIANGIRL.COM I WWW.EKSKLUZYWNYMENEL.COM
BLOGGER AS A SHOPPING ADVISOR. BUILDING TRUST AND RELATIONSHIPS WITH THE RECIPIENT ON THE EXAMPLE OF BLOGS WWW.MACADEMIANGIRL.COM AND WWW.EKSKLUZYWNYMENEL.COM

Summary/Abstract: Making decisions about the purchase of products are often suggested by the information provided by bloggers, as well as their opinions, suggestions, or advice. Increasingly, this is done without the traditional forms of advertising. This article describes questions related to building trust to bloggers in social media and issues related to creating relations between bloggers and their recipients. The aim of the paper was to examine how bloggers become popular sellers of various products. The author tries to find answers to the following questions: What are the tools and techniques for building trust between bloggers and recipients? How the selection of the techniques is changing over time? Which of them are the most effective? To achieve the goal, two blogs were analyzed, the authors of which became sellers of selected products. The presented analysis allows to better understand how the processes of establishing relationships, building trust, and possibly influencing the shopping decisions of Internet users are observed in the Internet space.

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