The use of blogs as a marketing tool in the fashion industry

• Autor(a) principal: Freire, Mariana Vilhena Loução Vicente
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20069
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

On the basis of human relations prevails the communication. With the constant evolution of technology, communication reached different dimensions and was extended to multiple platforms such as Web 2.0. Beyond the traditional word-of-mouth communications, nowadays we are facing an enormous affluence and influence of the electronic word-ofmouth. Within the electronic word-of-mouth, in this dissertation the main focus leans on fashion blogs as an important communication tool within social media, with its relevance being justified by the evolution and promising relationship between message sender and message receiver. More specifically, the current study evaluates the commercial value that fashion blogs potentially generate for the brands. Additionally, it is discussed the type of influence and credibility acknowledged by readers with regard to the blogs that they follow. This dissertation includes a literature review chapter that emphasizes theoretical facts already stated about the subject. Additionally, and in order to obtain relevant and conclusive information, was developed a consumer research data collection. The results show that the Portuguese population is not frequently involved with fashion blogs. However, for those who do, there is a strong tendency to give credibility to fashion bloggers, feel influenced in relation to publications and as a consequence, to purchase fashion items that were advertised on blogs.