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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?

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.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hh-31668
Date January 2016
CreatorsPELAT, Camille, CABOT, Madeleine
PublisherHögskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap
Source SetsDiVA Archive at Upsalla University
LanguageEnglish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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