Track

SPA

Presentation Type

Event

Description

Fashion blogging has become a new way of branding. Indeed, a number of major fashion brands have embraced blogging and other forms of social-media engagement, using them to connect to their consumers or reach out to potential customers (Colliander & Dahlen, 2011). Even though fashion blogging is now one of the most popular advertising tools for many fashion brands, few studies have examined the dynamics of blogs in terms of consumer perception and behavior. Only a small number of research studies on blogs to date have focused on blogger motivations (Huang, Shen, Lin, & Chang, 2007), blog content (Chu & Kamal, 2008), and socialmedia marketing narratives (Kozinets et al., 2010).

Share

COinS
 
Jan 1st, 12:00 AM

Effect of Psychological Closeness on Consumer Attitudes Toward Fashion Blogs: The Moderating Effect of Fashion Leadership and Interpersonal LOV

Fashion blogging has become a new way of branding. Indeed, a number of major fashion brands have embraced blogging and other forms of social-media engagement, using them to connect to their consumers or reach out to potential customers (Colliander & Dahlen, 2011). Even though fashion blogging is now one of the most popular advertising tools for many fashion brands, few studies have examined the dynamics of blogs in terms of consumer perception and behavior. Only a small number of research studies on blogs to date have focused on blogger motivations (Huang, Shen, Lin, & Chang, 2007), blog content (Chu & Kamal, 2008), and socialmedia marketing narratives (Kozinets et al., 2010).

 

To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.