PSYCHOLOGICAL FACTORS OF BLOGGER PERCEPTION BY THEIR AUDIENCE: RESULTS OF A PILOT STUDY

Abstract

The article presents an analysis of the psychological factors underlying the audience’s perception of a blogger based on the results of a pilot empirical study. Empirical data were collected through a remote survey administered via Google Forms, followed by statistical processing using IBM SPSS Statistics 27. The results of a questionnaire survey involving 47 respondents were analyzed. The latent structure of media personality perception was revealed, and the interrelations among cognitive, emotional, and behavioral components in the formation of a blogger’s public image were outlined. As a result of factor analysis, four fundamental factors of blogger perception were identified: (1) a cognitive-reputational factor, which includes rational evaluations (competence, personal qualities, social identity) and positive emotional responses (trust, respect, admiration); (2) a factor of negative emotional engagement, within which the ambivalent role of negative experiences was revealed, as they function both as an indicator of critical attitudes and as an important mechanism for maintaining audience attention; (3) a factor of positive emotional engagement, reflecting the experience of deep positive emotions (attachment, empathy, satisfaction); (4) a social comparison factor, encompassing emotions arising from processes of comparing oneself with the media personality. The application of hierarchical cluster analysis made it possible to identify three key clusters. These clusters reflect: mechanisms of trust and authority formation based on the blogger’s authenticity and professionalism; tools of communicative interaction and the lifestyle component of the blogger’s public image; as well as an autonomous block of intense negative emotional reactions. It was demonstrated that sincerity in self-presentation serves as a fundamental element of the positive acceptance of a blogger’s public image. Manifestations of inauthenticity (insufficient sincerity) may trigger chain-like negative reactions, significantly affecting the level of audience trust. It was further demonstrated that effective self-presentation, consistency between content and the blogger’s lifestyle, and the ability to manage the emotional state of the audience ensure the construction of a positive public image. Under such conditions, the blogger can rely on sustained support from their followers