Beauty Bloggers’ Communication: Structure and Peculiarities of Implementation in the Russian Online Environment

Master's thesis is devoted to the study of self-presentation strategies by beauty bloggers in the Russian online environment. The problem lies in searching for tools that bloggers can use to attract attention and stimulate feedback. In the theoretical part researches on the following topics were analyzed: opinion leaders’ communication in the online environment, beauty bloggers’ communication as opinion leaders and beauty bloggers’ self-presentation in online environment. In the research part of the master's thesis, 10 bloggers were selected and 30 posts were taken for 2018. The content analysis of the selected posts was carried out to identify the self-presentation strategies that lead to the greatest feedback. Moreover, the bloggers’ strategies in the groups "Face" and "Body" were analyzed. In the final part of the study, recommendations were given to each of the bloggers in order to help them to improve their communication through the self-presentation strategies.