Fashion bloggers: communication tools for the fashion industry
Purpose – The purpose of this paper is to investigate fashion blogs’ influence on Spanish Millennials’ buying behaviour. Design/methodology/approach – This research is quantitative in nature, utilising a mono method consisting of structured self-administered questionnaires. Data were exported to IBM...
| Authors: | , , , |
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| Format: | article |
| Status: | Versión aceptada para publicación |
| Publication Date: | 2018 |
| Country: | España |
| Institution: | Universidad de Sevilla (US) |
| Repository: | idUS. Depósito de Investigación de la Universidad de Sevilla |
| OAI Identifier: | oai:idus.us.es:11441/167331 |
| Online Access: | https://hdl.handle.net/11441/167331 https://doi.org/10.1108/JFMM-10-2017-0101 |
| Access Level: | Open access |
| Keyword: | Fashion Communication Millennials Spain Blog Fashion blogger Influencers Buying behaviour |
| Summary: | Purpose – The purpose of this paper is to investigate fashion blogs’ influence on Spanish Millennials’ buying behaviour. Design/methodology/approach – This research is quantitative in nature, utilising a mono method consisting of structured self-administered questionnaires. Data were exported to IBM SPSS Statistics, where different types of analyses were combined - such as frequencies, means, hypothesis testing analyses, Principal Components Analysis (PCA) or K-means cluster. Findings – Findings show that the most important motivations to follow a fashion blog are entertainment and information seeking. Besides, consumers’ attitudes seem to be influenced by how consumers assess credibility, which is determined by trustworthiness, para-social interaction (PSI), expertise and message credibility. Finally, after showing covert and overt marketing posts, both trustworthiness and PSI were lower than before, identifying PSI as a possible moderator in these cases. Research limitations/implications – The main limitation of this study is the sample size, which does not make it possible to generalise conclusions. Practical implications – From this research, it can be said that, due to the importance of establishing a strong relationship with the public, bloggers should try to connect with readers on an emotional level, and brands need to select bloggers very carefully. Originality/value – This paper reveals Millennials’ attitudes whilst they are visiting a fashion blog and the influence that these attitudes can exercise on their purchase intention. |
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