Abstract

This thesis studies relationships between fashion, beauty and lifestyle vloggers or bloggers and their followers. I clarify what types of relationships exist between these types of influencers and followers, why people follow vlogs and blogs, the way these relationships are cultivated by the influencers, and how they affect purchasing behavior. The study is conducted through analysis of popular YouTube videos as well as in depth interviews with followers. The findings show that individuals often form what is called a best friendship by Banister and Cocker (2014) with influencers. The influencers cultivate these relationships by appearing ordinary while still showcasing expertise at the same time. The study also finds that individuals choose their favorites according to three criteria: similarity, authenticity and expertise. Furthermore, the study finds that individuals follow blogs and vlogs for three reasons: information, inspiration and entertainment and that while vlogs and blogs function as hooks for purchasing products within fashion and beauty, consumers prefer to have more sources of information when making a purchase decision.