The business of blogging: Effective approaches of women food bloggers

Consumer trust and loyalty to bloggers presents opportunities for businesses to reach consumers in inconspicuous and effective ways. The study explores successful business practices used by popular female food bloggers to market food products and services. Content analysis of these food blogs shows that female bloggers construct personas on their blogs that emphasize specific meanings and motivations of food in very intentional ways. Female bloggers use a variety of business tactics to ensure that these personas are credible, professional, trustworthy, and fully intermingled in the lifestyles and beliefs of their target consumers.