Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway
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Through the introduction of Web 2.0, the blogging phenomenon has become animportant marketing channel, as it has enabled a new way of communicating andsharing information through its user-generated content. Today the largest segment ofthe blogosphere consists of fashion blogs, i.e. blogs that focus on fashion brands,fashion products, street style, and personal style. In recent years companies have begunto realize the benefits of using blogs as a marketing tool, as they are a targeted andinexpensive way to get publicity and reach potential consumers. This research aims tostudy whether fashion blogs can function as a marketing tool to influence consumerbehavior, limited to the Norwegian fashion blog arena. The study is based on anexploitative research design as there is little existing research on the subject. We havechosen to explore the subject from three different perspectives: those of the readers, thefashion blogs, and the companies involved in fashion blog marketing. In detail, thestudy looks at the influential power of fashion blogs in context with their strength as acommunication tool for marketing products and brands. The results of the study clearlyindicate that blog advertisements provide companies with a unique opportunity formarket communication, whereby aspects related to credibility and influence can beviewed as incomparable to those involved in traditional advertisement. Through thestudy one can conclude that fashion blogs can indeed affect consumer behavior, as theyhave a unique ability to create a strong relationship between the blog and its readers,resulting in the advertisement being viewed in a personal and non-intrusive way.
Abstract
Through the introduction of Web 2.0, the blogging phenomenon has become animportant marketing channel, as it has enabled a new way of communicating andsharing information through its user-generated content. Today the largest segment ofthe blogosphere consists of fashion blogs, i.e. blogs that focus on fashion brands,fashion products, street style, and personal style. In recent years companies have begunto realize the benefits of using blogs as a marketing tool, as they are a targeted andinexpensive way to get publicity and reach potential consumers. This research aims tostudy whether fashion blogs can function as a marketing tool to influence consumerbehavior, limited to the Norwegian fashion blog arena. The study is based on anexploitative research design as there is little existing research on the subject. We havechosen to explore the subject from three different perspectives: those of the readers, thefashion blogs, and the companies involved in fashion blog marketing. In detail, thestudy looks at the influential power of fashion blogs in context with their strength as acommunication tool for marketing products and brands. The results of the study clearlyindicate that blog advertisements provide companies with a unique opportunity formarket communication, whereby aspects related to credibility and influence can beviewed as incomparable to those involved in traditional advertisement. Through thestudy one can conclude that fashion blogs can indeed affect consumer behavior, as theyhave a unique ability to create a strong relationship between the blog and its readers,resulting in the advertisement being viewed in a personal and non-intrusive way.
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