Вплив блогів на формування громадської думки та прийняття рішень: аналіз механізмів довіри та авторитетності / The influence of blogs on the formation of public opinion and decision-making: an analysis of the mechanisms of trust and authority

In the contemporary information environment, blogs have acquired the status of one of the leading channels of mass communication, capable of actively shaping public opinion, influencing individual and collective decision-making, and defining sociocultural and political trends. Unlike traditional mass media, the blogosphere is characterized by a high level of personalization, rapid dissemination of messages, and close interaction with audiences, which significantly enhances its influential potential. The article examines the mechanisms of integrating blogs into broader information flows and the processes of shifting trust from institutional media to personalized digital authors, who gradually acquire the status of authoritative sources of information. The main focus is placed on the analysis of socio-psychological factors involved in the formation of trust in blog content, criteria for assessing its credibility, and the role of bloggers as influencers in shaping public attitudes and behavioral patterns of audiences. Particular attention is given to challenges related to the spread of manipulative practices, disinformation, and fake messages, which increases the relevance of the problem of critical perception of blog media. The study is based on an analysis of contemporary theoretical approaches and empirical data describing models of informational interaction between bloggers and audiences, particularly through the concepts of «digital capital», «social influence», and «reputation management». Within the scope of the article, gaps in current academic research are identified, including the insufficient quantitative assessment of trust in blogs, the relationship between the emotional impact of content and actual behavioral changes in audiences, as well as factors that contribute to or weaken bloggers’ authority in public discourse. The study concludes that there is a need to apply interdisciplinary approaches in future research and to develop effective methodologies for the critical perception of blog media among various social groups of users.