This article looks at three theoretical fields: communication theory based on the Two-step flow hypothesis, marketing theory concerning electronic word-of-mouth and finally diffusion theory of innovations. The launch of the audiobook streaming service Storytel in Norway is used as a case to describe the ramifications of only using bloggers in the introduction of a new service. The first research question is what factors are considered upon entering a brand relationship between product/service and blogger? The second research question is how do bloggers interact with their readers when participating in the launch of a new product/service? The article is based on qualitative interview with the marketing manager, contracts between influencers and audiobook streaming service in Norway, content analysis of blog posts and Instagram posts, and answers from a population survey to answer the question. This is a part of the Digitization and Diversity research project, conducted by the Centre for Creative Industries at BI Norwegian Business School, and is funded by the Norwegian Research Council under grant number: 247602.

本文着眼于三个理论领域：基于两步流假设的传播理论，有关电子口碑的营销理论以及创新的扩散理论。挪威有声读物流媒体服务Storytel的启动以案例为例，介绍了在引入新服务时仅使用博客作者的后果。第一个研究问题是，在产品/服务与博客之间建立品牌关系时应考虑哪些因素？第二个研究问题是，博客作者在参与新产品/服务的发布时如何与读者互动？本文基于对市场经理的定性采访，挪威影响者与有声读物流媒体服务之间的合同，博客帖子和Instagram帖子的内容分析，以及人口调查的答案来回答问题。这是BI挪威商学院创意产业中心主持的“数字化与多样性”研究项目，由挪威研究委员会资助，项目编号为247602。