Blogging has grown to a trendy phenomenon during the past decade. According to Kietzmann, Hermkens and McCarthy (2011) blogs were introduced to the public in the late 90s and ever since blogs’ popularity has grown.  Nowadays the Internet holds more than 100 million blogs and there are even own Internet search engines devoted to them (Kietzmann, Hermkens & McCarthy, 2011). Therefore consumer blogs hold a great potential for marketers, advertisers and many more. Gummerus, Liljander and Söderlund (2015) point out how cynicism against ordinary advertising has risen. This has stressed the need for companies to find other ways to reach their customers (Gummerus, Liljander & Söderlund, 2015). It is said that the way marketing is done, is changing because social network marketing has affected the scene in a larger scale. These days consumers want more interaction, not one way monologue coming from the marketer...