Da appassionato a testimonial. L’evoluzione del blogger

The paper aims to demonstrate the evolution of the blogger’s role from enthusiastic consumer of a product (or passionate about a topic) to beloved celebrity. Along this transformation the blogger becomes an opinion leader, able to orientate tastes, choices, and purchases of con- sumers. In this new role of influencer, the blogger is often chosen by companies as testimonial for their brands. The intrinsic danger of this transformation is the lack of consumer’s trust in the blogger’s independ- ence. Although, the new role of the blogger as a celebrity fosters a dif- ferent relationship, between the blogger and his/her audience, in which expertise related trust becomes unconditional admiration.