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shows the relationships between bloggers, readers and companies as an exchange. The 

shows the relationships between bloggers, readers and companies as an exchange. The 

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Thesis
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The realm of beauty blogging is growing fast and gaining more and more importance as a source for consumers to inform themselves about beauty and personal care products. At the same time companies and brands implement more and more influencer marketing measures in order to capitalize on the blogger-consumer dynamic in this specific field. The reaso...

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Context 1
... Thesis – Kalle Kroll - Why do beauty bloggers recommend and influence? Figure 1 – Social Exchange Theory Model of Bloggers’ stakeholders ........................ 29 Figure 2 – Social Exchange Theory Model of stakeholders adapted for thesis study ...... 29 Figure 3 – Bloggers as recommender and influencer in social exchanges ..................... 34 Table 1 – Motive Categories for bloggers to engage in a role of a recommender............. 36 Table 2 – Motive Categories for bloggers to engage in a role of an influencer.............. ...

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