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...

Descripción completa

Detalles Bibliográficos
Autores: Esteban Santos, Laura, García-Medina, Irene, Drylie Carey, Lindsey, Bellido-Pérez, Elena
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2018
País:España
Institución:Universidad de Sevilla (US)
Repositorio:idUS. Depósito de Investigación de la Universidad de Sevilla
OAI Identifier:oai:idus.us.es:11441/167331
Acceso en línea:https://hdl.handle.net/11441/167331
https://doi.org/10.1108/JFMM-10-2017-0101
Access Level:acceso abierto
Palabra clave:Fashion
Communication
Millennials
Spain
Blog
Fashion blogger
Influencers
Buying behaviour
id ES_be4c720cc36122c9c77ceef3afb0c01e
oai_identifier_str oai:idus.us.es:11441/167331
network_acronym_str ES
network_name_str España
repository_id_str
spelling Fashion bloggers: communication tools for the fashion industryEsteban Santos, LauraGarcía-Medina, IreneDrylie Carey, LindseyBellido-Pérez, ElenaFashionCommunicationMillennialsSpainBlogFashion bloggerInfluencersBuying behaviourPurpose – 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.Emerald Group Publishing Ltd.Comunicación Audiovisual y Publicidad2018info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfapplication/pdfhttps://hdl.handle.net/11441/167331https://doi.org/10.1108/JFMM-10-2017-0101reponame:idUS. Depósito de Investigación de la Universidad de Sevillainstname:Universidad de Sevilla (US)InglésJournal of Fashion Marketing and Management, 22 (3).https://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2017-0101/full/htmlinfo:eu-repo/semantics/openAccessoai:idus.us.es:11441/1673312026-06-17T12:51:07Z
dc.title.none.fl_str_mv Fashion bloggers: communication tools for the fashion industry
title Fashion bloggers: communication tools for the fashion industry
spellingShingle Fashion bloggers: communication tools for the fashion industry
Esteban Santos, Laura
Fashion
Communication
Millennials
Spain
Blog
Fashion blogger
Influencers
Buying behaviour
title_short Fashion bloggers: communication tools for the fashion industry
title_full Fashion bloggers: communication tools for the fashion industry
title_fullStr Fashion bloggers: communication tools for the fashion industry
title_full_unstemmed Fashion bloggers: communication tools for the fashion industry
title_sort Fashion bloggers: communication tools for the fashion industry
dc.creator.none.fl_str_mv Esteban Santos, Laura
García-Medina, Irene
Drylie Carey, Lindsey
Bellido-Pérez, Elena
author Esteban Santos, Laura
author_facet Esteban Santos, Laura
García-Medina, Irene
Drylie Carey, Lindsey
Bellido-Pérez, Elena
author_role author
author2 García-Medina, Irene
Drylie Carey, Lindsey
Bellido-Pérez, Elena
author2_role author
author
author
dc.contributor.none.fl_str_mv Comunicación Audiovisual y Publicidad
dc.subject.none.fl_str_mv Fashion
Communication
Millennials
Spain
Blog
Fashion blogger
Influencers
Buying behaviour
topic Fashion
Communication
Millennials
Spain
Blog
Fashion blogger
Influencers
Buying behaviour
description 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.
publishDate 2018
dc.date.none.fl_str_mv 2018
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/11441/167331
https://doi.org/10.1108/JFMM-10-2017-0101
url https://hdl.handle.net/11441/167331
https://doi.org/10.1108/JFMM-10-2017-0101
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Journal of Fashion Marketing and Management, 22 (3).
https://www.emerald.com/insight/content/doi/10.1108/JFMM-10-2017-0101/full/html
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Emerald Group Publishing Ltd.
publisher.none.fl_str_mv Emerald Group Publishing Ltd.
dc.source.none.fl_str_mv reponame:idUS. Depósito de Investigación de la Universidad de Sevilla
instname:Universidad de Sevilla (US)
instname_str Universidad de Sevilla (US)
reponame_str idUS. Depósito de Investigación de la Universidad de Sevilla
collection idUS. Depósito de Investigación de la Universidad de Sevilla
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869418274362490880
score 15.228081

Similares en LA Referencia