Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products

Objective: To analyze the influence of blogs on the decisions on purchasing fashion and beauty products and identify the main characteristics of the consumers most susceptible to these stimuli.Methodology: The methodological procedures consisted of a bibliographic investigation followed by empirical...

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Detalles Bibliográficos
Autores: Assis, Evange Elias, Ferreira, Viviane Moura Rocha, Andrade, Fernanda Oliveira
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2020
País:Brasil
Institución:Universidade Nove de Julho (UNINOVE)
Repositorio:REMark - Revista Brasileira de Marketing
Idioma:inglés
OAI Identifier:oai:ojs.periodicos.uninove.br:article/17763
Acceso en línea:https://periodicos.uninove.br/remark/article/view/17763
Access Level:acceso abierto
Palabra clave:Blog marketing
Purchase decision
Electronic word-of-mouth (eWOM)
Fashion
Beauty.
Decisão de compra
Boca a boca eletrônico
Moda
Beleza.
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oai_identifier_str oai:ojs.periodicos.uninove.br:article/17763
network_acronym_str BR
network_name_str Brasil
repository_id_str
dc.title.none.fl_str_mv Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products
Blogs como ferramentas de marketing e sua influência na decisão de compra de produtos de moda e beleza
title Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products
spellingShingle Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products
Assis, Evange Elias
Blog marketing
Purchase decision
Electronic word-of-mouth (eWOM)
Fashion
Beauty.
Blog marketing
Decisão de compra
Boca a boca eletrônico
Moda
Beleza.
title_short Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products
title_full Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products
title_fullStr Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products
title_full_unstemmed Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products
title_sort Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty products
dc.creator.none.fl_str_mv Assis, Evange Elias
Ferreira, Viviane Moura Rocha
Andrade, Fernanda Oliveira
author Assis, Evange Elias
author_facet Assis, Evange Elias
Ferreira, Viviane Moura Rocha
Andrade, Fernanda Oliveira
author_role author
author2 Ferreira, Viviane Moura Rocha
Andrade, Fernanda Oliveira
author2_role author
author
dc.subject.por.fl_str_mv Blog marketing
Purchase decision
Electronic word-of-mouth (eWOM)
Fashion
Beauty.
Blog marketing
Decisão de compra
Boca a boca eletrônico
Moda
Beleza.
topic Blog marketing
Purchase decision
Electronic word-of-mouth (eWOM)
Fashion
Beauty.
Blog marketing
Decisão de compra
Boca a boca eletrônico
Moda
Beleza.
description Objective: To analyze the influence of blogs on the decisions on purchasing fashion and beauty products and identify the main characteristics of the consumers most susceptible to these stimuli.Methodology: The methodological procedures consisted of a bibliographic investigation followed by empirical research and analysis of data using multiple regression.Results: The main characteristics of the consumers most susceptible to the stimuli of fashion and beauty blogs on consumption are associated with those who value online platforms, start to invest more in products under the influence of blogs, give up buying a product also under the influence of blogs and learn about new products through blogs.Theoretical contributions: The research contributes to the advancement of the digital marketing literature as it identifies not only the influence of blogs on the consumption of fashion and beauty products but also the characteristics of the consumers most susceptible to this stimulus.Relevance/Originality: The study expands theoretically and empirically the understanding of the use of blogs as tools to stimulate and influence the consumption of fashion and beauty products and identifies the characteristics of the consumers more susceptible to this stimulus.Implications for management: The study expects to make a contribution towards helping marketing professionals consider blogs as an important tool for promoting new products, stimulating consumption or even as a source of obtaining customer insights, identifying the profile of the consumers most influenced by this tool as well.
publishDate 2020
dc.date.none.fl_str_mv 2020-09-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/17763
10.5585/remark.v19i3.17763
url https://periodicos.uninove.br/remark/article/view/17763
identifier_str_mv 10.5585/remark.v19i3.17763
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/17763/8478
dc.rights.driver.fl_str_mv Copyright (c) 2020 Evange Elias Assis, Viviane Moura Rocha Ferreira, Fernanda Oliveira Andrade
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Evange Elias Assis, Viviane Moura Rocha Ferreira, Fernanda Oliveira Andrade
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 19 n. 3 (2020): (jul./set.); 586-610
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1853677046006284288
spelling Blogs used as marketing tools and their influence on consumers’ decisions on purchasing fashion and beauty productsBlogs como ferramentas de marketing e sua influência na decisão de compra de produtos de moda e belezaBlog marketingPurchase decisionElectronic word-of-mouth (eWOM)FashionBeauty.Blog marketingDecisão de compraBoca a boca eletrônicoModaBeleza.Objective: To analyze the influence of blogs on the decisions on purchasing fashion and beauty products and identify the main characteristics of the consumers most susceptible to these stimuli.Methodology: The methodological procedures consisted of a bibliographic investigation followed by empirical research and analysis of data using multiple regression.Results: The main characteristics of the consumers most susceptible to the stimuli of fashion and beauty blogs on consumption are associated with those who value online platforms, start to invest more in products under the influence of blogs, give up buying a product also under the influence of blogs and learn about new products through blogs.Theoretical contributions: The research contributes to the advancement of the digital marketing literature as it identifies not only the influence of blogs on the consumption of fashion and beauty products but also the characteristics of the consumers most susceptible to this stimulus.Relevance/Originality: The study expands theoretically and empirically the understanding of the use of blogs as tools to stimulate and influence the consumption of fashion and beauty products and identifies the characteristics of the consumers more susceptible to this stimulus.Implications for management: The study expects to make a contribution towards helping marketing professionals consider blogs as an important tool for promoting new products, stimulating consumption or even as a source of obtaining customer insights, identifying the profile of the consumers most influenced by this tool as well.Objetivo: Analisar a influência de blogs na decisão de compra de produtos de moda e beleza e identificar as principais características das consumidoras mais suscetíveis a esses estímulos.Metodologia: Os procedimentos metodológicos consistiram em levantamento bibliográfico seguido de pesquisa empírica e análise de dados com emprego de regressão múltipla.Resultados: As principais características das consumidoras mais suscetíveis aos estímulos de blogs de moda e beleza ao consumo estão associadas àquelas que valorizam plataformas on-line, passam a investir mais em produtos por influência de blogs, desistem de comprar um produto também por influência de blogs e tomam conhecimento de novos produtos pelos blogs.Contribuições teóricas: A pesquisa contribui para o avanço da literatura de marketing digital à medida que identifica a influência dos blogs no consumo de produtos de moda e beleza, bem como as características das consumidoras mais suscetíveis a esse estímulo. Relevância/Originalidade: O estudo amplia teórica e empiricamente o entendimento sobre a utilização dos blogs como ferramentas de estímulo e influência no consumo de produtos de moda e beleza e identifica as principais características das consumidoras mais suscetíveis a esse estímulo.Implicações para a gestão: O estudo espera contribuir para que os profissionais de marketing considerem os blogs como importante ferramenta de divulgação de novos produtos, estímulo ao consumo ou até como fonte de obtenção de customer insights, identificando, também, o perfil das consumidoras mais influenciáveis pela ferramenta.Universidade Nove de Julho - UNINOVE2020-09-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1776310.5585/remark.v19i3.17763ReMark - Revista Brasileira de Marketing; v. 19 n. 3 (2020): (jul./set.); 586-6102177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/17763/8478Copyright (c) 2020 Evange Elias Assis, Viviane Moura Rocha Ferreira, Fernanda Oliveira Andradehttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessAssis, Evange EliasFerreira, Viviane Moura RochaAndrade, Fernanda Oliveira2025-01-28T15:07:21Zoai:ojs.periodicos.uninove.br:article/17763Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2025-01-28T15:07:21REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
score 15,301603

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