Blogs are social media phenomena, which evolved together with the Web 2.0. The current blogosphere is saturated. But do we really know what role blogging has and who are bloggers? Are blogs a powerful or influential tool in the digital era?
Read moreLeverage Beauty Bloggers to Build Cosmetics Brands
This study examines why the collaboration between cosmetics companies and beauty bloggers constructs a brand image that is more authentic, trustworthy, and personable. A case study of The Estée Lauder Companies and the Blog Cupcakes and Cashmere is evaluated.
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