The Impact of Blogging on Consumer Choice in the Beauty Industry

This paper explores beauty blogging as a popular Internet phenomenon and subculture. The concept of “blog” and its specificity in the media space are considered. Special attention is paid to beauty bloggers. The influence of blogging on consumer choice is investigated, their involvement rate and parameters of consumer choice of a blogger are calculated. Using blogging as a tool to promote products and services allows brands to reach their target audience in a more accessible and natural way than traditional advertising. Popular bloggers in social networks have strong and loyal relationships with their subscribers. After examining many aspects of the marketing work in the field of beauty blogging, we can conclude that the topic of influence on the consumer through blogs is developing dynamically, characterized by a constant increase in the number of subscribers, and, consequently, an increase in the coverage of the audience. The search for effective forms of promotion of cosmetic products entails the constant updating and expansion of the tools of interaction of the company-manufacturers with beauty bloggers. The work has developed recommendations for choosing a beauty blogger to promote products and services in the beauty sector, and highlighted the advantages of choosing a blogging tool for marketing a company.