FASHION BLOGS AS THE INFORMATION SOURCES ABOUT TRENDS AND NEW PRODUCTS IN FASHION MANAGEMENT
Journal Title: Polish Journal of Management Studies - Year 2016, Vol 14, Issue 1
Abstract
The aim of the paper was to indicate the reasons for visiting or avoiding fashion blogs by Internet users, as well as to learn about blogs readers’ practices related to browsing and following fashion blogs. Moreover, the study aimed to identify differences between Polish and foreign fashion blogs based on Internet users’ opinion. In order to gather the empirical data, an online survey was used by the authors. As a result, 826 questionnaires were completed, 785 were analyzed. The findings revealed that the respondents sometimes bought clothes and accessories which were the same as or similar to those they had previously seen on fashion blogs and this is an important conclusion for marketers responsible for fashion products. Credibility is a factor that greatly affected purchasing decisions of the respondents. Fashion managers ought to, therefore, consider fashion blogs in their strategic management of such products. The most noticeable differences between Polish and foreign fashion blogs, according to respondents, were related to the content of blogs – pictures and brands presented by the bloggers.<br/><br/>
Authors and Affiliations
Joanna Wiażewicz, Beata Zatwarnicka-Madura
Keywords
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- EP ID EP241360
- DOI 10.17512/pjms.2016.14.1.20
- Views 62
- Downloads 0
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