1. What were the advantages and disadvantages of the aforementioned influencers’

actions that could improve or degrade their parasocial relationships? In 2016, a Finnish food producer brand Atria initiated an influencer marketing campaign with food bloggers and invited them to visit the farms where their poultry meat is being produced in order to create authentic content about it in their blogs. The brand wanted to try to change consumers’ negative perceptions of the animals’ living conditions and improve the brand image. As a result, many bloggers wrote very positively about their experiences at the farms, emphasizing their feelings of becoming convinced that the production is ethical and responsible. The blog posts written by these influencers were largely relatable to their followers, who were also interested in corporate responsibility and food production. Increasing the authenticity of their posts, some bloggers also included critical aspects in their texts, but all of them ultimately ended with a positive note about the brand. The influencers also praised the brand for its openness and willingness to engage in interaction with consumers. The company reported in its blog post that the campaign had been a success. However, the results of the campaign amongst the influencers’ followers and the general public were mixed.