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Blogs as a new tool of communication and promotion of fashion brands: How do fashion companies make use of bloggers as a new tool of communication to promote their brands?
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2016. , 95 p.
Keyword [en]
branding, fashion, fashion brands, fashion blogs, bloggers, online communication, web 2.0, social media, word-of-mouth
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-31668OAI: oai:DiVA.org:hh-31668DiVA: diva2:949465
Subject / course
Marketing
Supervisors
Examiners
Available from: 2016-08-25 Created: 2016-07-19 Last updated: 2016-08-25Bibliographically approved

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