In recent years, food bloggers have been important actors on the Croatian gastronomic scene, to which they have contributed by creating various content and participating in setting new trends. The objective of this thesis was to explain why food bloggers start writing their blogs and analyse the content they publish, as well as to determine whether they are satisfied with what they do and whether food blogging carries profit potential. The study contained an online questionnaire which surveyed Croatian food bloggers who had been blogging for over three years in the Croatian language. The analysis of replies showed that Croatian food bloggers were motivated by their love for cooking and by a desire to have fun. None of them claimed to have started blogging in order to make a profit. The study also showed that food bloggers release miscellaneous content, including photos, videos and texts on topical and interesting subjects. They were satisfied with the success of their blogs, which they related to positive feedback and profit. What is more, the study confirmed that one can indeed make a profit from blogging, but there was no consensus among food bloggers whether one can make a living by food blogging.