The attitude of female consumers towards fashion blogs and brands and their influence on the purchasing beahvior

Abstract

Influencer marketing is one of the most present marketing tools as of today and can be described as effective and influential in many aspects. Marketers have understood that they have to move the marketing activities also online where the everyday life of their consumers takes place. Therefore, they use fashion bloggers in order to promote their products. The main goal of this study is to understand how the attitude of female consumers towards fashion blogs affects their attitude towards the brand making use of a fashion blogger and the purchase intention of displayed products This study contributes to the understanding of how fashion blogs and social media influence consumers’ attitudes towards recommended brands, sponsored blog posts and purchase intention. In order to determine which effects consumers’ attitude towards fashion blogs and social media has on sponsored blog posts, the recommended brand and the purchase intention, it is important to understand how individuals and user communities use social media for different purposes. This exploratory study uses both, a qualitative and a quantitative research in order to get a deeper understanding of the topic. In the qualitative research, 13 in-depth interviews with female consumers who have read at least once a blog post were conducted. On the basis of the qualitative research, a questionnaire for the quantitative research was designed. An online survey was used in order to collect 206 valid responses.