A women’s best friend on the Internet

Due to immense changes in the online environment costumers have developed from passive bystanders to active hunters. Their new role involves interacting with companies’ online marketing campaigns, creating own content and sharing it on social media sites (Moriuchi 2016). Because of low costs, easy set up and usage, blogs, one form of user-generated content, became irresistibly popular ever since they arose in the late 1990ies (Tasner 2015). One specific type of bloggers, so called Lifestyle bloggers regularly publish content about topics like food, fitness, travelling and fashion. While there are a lot of studies dealing with the impact of online reviews on consumer behaviour, this is only half of the deal. Lifestyle bloggers are much more than just ordinary product-tester; they show their personality and lifestyle online – they sometimes even become a brand itself. The ultimate goal of this book is to help marketers understand the target group of 18 to 29 year old women better in the context of lifestyle bloggers as a marketing tool to advertise their products.