An Exploratory Study of Fashion Blogs Using Nethnogrophy
Journal Title: Invention Journal of Research Technology in Engineering & Management - Year 2018, Vol 2, Issue 11
Abstract
Since the world has been evolving from a producer-driven world into a consumer-driven world, consumer research is a critical issue in product development and marketing. It is difficult to identify, create, or educate a group of consumers. Since consumers have a tendency of self-affirmation, even though they may be attracted to a variety of topics aroused around them, it does not mean they are paying attention. Therefore, consumer research based on traditional fashion media has been challenged. The aim of this paper is to identify consumers’ interests in fashion-related topics, and to understand consumers’ needs and to provide less-biased information to the fashion industry by examining corporate fashion blogs. It was found that identifying potential customers through background research and studying what they want is critical. In other words, instead of selling people what they want to sell; asking consumers what they want to buy is a much wiser idea.
Authors and Affiliations
Yingying Wu
Keywords
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