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Mode på nätet: En studie om hur nätbutiker marknadsför sig genom bloggar och andra sociala medier
Stockholm University, Faculty of Humanities, Centre for Fashion Studies. Stockholm University, Faculty of Humanities, Department of Media Studies.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis examines how online fashion retailers utilize blogs and other social media in their marketing process. The study is focused on internet retailer Nelly and how they make use of fashion blogger Kenza in their marketing. Drawing on Kawamura’s fashion-ology theory, the study emphasizes the new role of the fashion bloggers in the fashion system, and illustrates their consumption power vis-a-vis the retailers, the consumers, each other and the whole industry as such.    

Place, publisher, year, edition, pages
2013. , 40 p.
Keyword [sv]
Blogg, modeblogg, modesystem, bloggare, Kenza, Nelly, konsumtion, marknadsföring, nätbutik
National Category
Other Humanities not elsewhere specified
Identifiers
URN: urn:nbn:se:su:diva-100055OAI: oai:DiVA.org:su-100055DiVA: diva2:690845
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Examiners
Available from: 2014-02-07 Created: 2014-01-24 Last updated: 2014-02-07Bibliographically approved

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Mode på nätet(1565 kB)660 downloads
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File name FULLTEXT01.pdfFile size 1565 kBChecksum SHA-512
64bc07f7f3ec9e02f9abbcaedacf8f8663028a291bb5eb465b9e27458d14dd5d2ef5a4e17a606597be5df6942af5ae82b56296e711bbb7df06091840821c27ed
Type fulltextMimetype application/pdf

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Centre for Fashion StudiesDepartment of Media Studies
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CiteExportLink to record
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Citation style
  • apa
  • ieee
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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