INTERNATIONAL JOURNAL OF MEDIA AND COMMUNICATIONS IN CENTRAL ASIA

No. 12 (2026): International journal of media and communications in Central Asia
Статьи

THE INFLUENCERS: HOW AND WHY DO THEIR MESSAGES HAVE A GREATER IMPACT ON PUBLIC OPINION AND THE BEHAVIORAL CHARACTERISTICS OF THE AUDIENCE

  • Bonu Rahimjanova ,
  • Abdumalik Abdukadyrov ,
  • Aysultan Pirzhanova ,
  • Viktor Yakovlev ,
  • Milana Aksyonova
Bonu Rahimjanova
University of Journalism and Mass Communications of Uzbekistan
Abdumalik Abdukadyrov
University of Journalism and Mass Communications of Uzbekistan
Aysultan Pirzhanova
University of Journalism and Mass Communications of Uzbekistan
Viktor Yakovlev
University of Journalism and Mass Communications of Uzbekistan
Milana Aksyonova
University of Journalism and Mass Communications of Uzbekistan

Published 2026-03-18

Keywords

  • bloggers,
  • influencers,
  • audience,
  • trust,
  • behavior,
  • public opinion,
  • digitalization
    • ...More
    Less

How to Cite

Rahimjanova , B., Abdukadyrov , A., Pirzhanova , A., Yakovlev , V., & Aksyonova , M. (2026). THE INFLUENCERS: HOW AND WHY DO THEIR MESSAGES HAVE A GREATER IMPACT ON PUBLIC OPINION AND THE BEHAVIORAL CHARACTERISTICS OF THE AUDIENCE. INTERNATIONAL SCIENTIFIC JOURNAL OF MEDIA AND COMMUNICATIONS IN CENTRAL ASIA, (12). Retrieved from https://media-ca.com/index.php/media/article/view/269

Abstract

The relevance of the research lies in the implementation of an expanded analysis of the mechanisms that form the audience's interest in information provided by public opinion leaders in various fields, as well as in identifying criteria for evaluating recommendations and analyzing possible risks associated with the unreliability of information provided by bloggers. Thus, this study is devoted to the study of the phenomenon of trust in bloggers' information and the peculiarities of the audience's perception of their advice and recommendations. The study confirms that the increased influence of influencers with a simultaneous decrease in trust in traditional media are interrelated manifestations of the overall digital transformation of the media environment.

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