|Institution:||Högskolan i Halmstad|
|Keywords:||branding; fashion; fashion brands; fashion blogs; bloggers; online communication; web 2.0; social media; word-of-mouth; Social Sciences; Economics and Business; Samhällsvetenskap; Ekonomi och näringsliv; Marketing; Marknadsföring|
|Full text PDF:||http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31668|
Title: Blogs as a new tool of communication and promotion of fashion brands. Research question: How do fashion companies make use of bloggers as a new tool of communication to promote their brands? Purpose: The purpose of this study is to observe and explore how the fashion brands use bloggers and their blogs as a new method to advertise and communicate about them and their products to consumers. The study is conducted from an external point of view. Design/methodology/approach: This study is exploratory and descriptive and uses a qualitative method, with non-randomly method where the sample is composed of six international fashion blogs. To collect data the authors used guideline to conduct the content analysis of these selected blogs. Findings: This study shows that brands use the blogger as human being with the phenomenon of the word-of-mouth and opinion formers/leaders and they also make us of the blog content to incorporate ads to directly communicate to the online communities.