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Mode på nätet : En studie om hur nätbutiker marknadsför sig genom bloggar och andra sociala medier

This thesis examines how online fashion retailers utilize blogs and other social media in their marketing process. The study is focused on internet retailer Nelly and how they make use of fashion blogger Kenza in their marketing. Drawing on Kawamura’s fashion-ology theory, the study emphasizes the new role of the fashion bloggers in the fashion system, and illustrates their consumption power vis-a-vis the retailers, the consumers, each other and the whole industry as such.

Identiferoai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-100055
Date January 2013
CreatorsShokry Rizk, Mary
PublisherStockholms universitet, Centrum för modevetenskap, Stockholms universitet, Institutionen för mediestudier
Source SetsDiVA Archive at Upsalla University
LanguageSwedish
Detected LanguageEnglish
TypeStudent thesis, info:eu-repo/semantics/bachelorThesis, text
Formatapplication/pdf
Rightsinfo:eu-repo/semantics/openAccess

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