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?
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
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.
branding, fashion, fashion brands, fashion blogs, bloggers, online communication, web 2.0, social media, word-of-mouth
Economics and Business
IdentifiersURN: urn:nbn:se:hh:diva-31668OAI: oai:DiVA.org:hh-31668DiVA: diva2:949465
Subject / course