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“An examination into the effectiveness of
individual fashion blogs as a digital marketing tool and their influence on
consumer behavior”
BA (Hons) Business Management
12005265
April 2016
Word Count
12 241
I
AbstractThe main purpose of this study was to investigate the effectiveness of the new
phenomenon of brands using fashion blogs as promotional channels. The research
project further aimed to explore the impact of this new and innovative marketing
technique on consumer behaviour.
A mix method approach was adopted to facilitate understanding from the bloggers and
marketer perspectives on the topic while considering blog readers and measuring the
extent to which fashion bloggers affect their purchasing decisions. The study involved 6
semi-structured interviews with bloggers and community bloggers. Participants were
asked the same questions, to allow for a more coherent and consistent study,
furthermore, questions were based on the key themes extracted from the available
literature. For the quantitative data collection, a survey was conducted targeting blog
readers, with 100 completed. Data collection charts and thematic tables were used to
examine and consider the results of the study in relation to the literature.
Most of the academic literature relates to the findings although there is limited research
available on this new phenomenon. Therefore, some of the findings were not outlined
within the literature. These included the local blogging communities, successful
strategies for fashion blogs as marketing tools or the future evolution of fashion blogs as
marketing platforms.
This dissertation aimed to gain a deeper understanding of a current and innovative
marketing strategy thus, a range of recommendations will be suggested in order to
improve further studies and, in addition, to contribute to the marketing and blogging
industry.
II
Acknowledgment
Firstly, I would like to thank my mum not only for her help during this process but
throughout the whole journey of my career, always caring and encouraging me to achieve
my goals, to do more and to be better, along with my step father.
Moreover, I would like to thank my Spanish friends for their help, profound continual
support, interest and participation. I would also like to mention my library friends, with
whom I have shared all these months of doubts, emotions, laughs and essentially a lot
of work.
I would also like to express my gratitude to my supervisor for his contributions and his
collaboration.
Finally, I would like to pronounce my most sincere gratefulness to every single person
who participated in this research by undertaking the survey and taking part in the
interviews.
This study would have not been possible without the collaboration and support of every
person previously mentioned, therefore thank you.
III
Content Page
1. Chapter One: Introduction ....................................................................................... 1 Background ...................................................................................................... 1 Rationale .......................................................................................................... 2 Aims and Objectives ........................................................................................ 3
2. Chapter Two: Literature Review .............................................................................. 4 Introduction ...................................................................................................... 4 Marketing ......................................................................................................... 4
2.2.1 The Evolution of Marketing ...................................................................... 5 Integrated Marketing Communications (IMC) and Marketing Promotions ....... 6
2.3.1 Traditional Communicational Paradigm ................................................... 6 2.3.2 New Communication Paradigm ............................................................... 7 2.3.3 Consumer Generated Media (CGM) and Electronic Word of Mouth (EWOM) 8 Social Media and Digital Marketing ............................................................... 10 Introduction to Blogs ...................................................................................... 11 Contemporary Fashion Industry and Marketing ............................................. 12 Fashion Blogs ................................................................................................ 14 Summary ....................................................................................................... 16
3. Chapter Three: Methodology ................................................................................. 17 Introduction .................................................................................................... 17 Research Objectives ...................................................................................... 17 Research Process ......................................................................................... 18 Research Methodology .................................................................................. 19
3.4.1 Qualitative .............................................................................................. 19 3.4.2 Quantitative ............................................................................................ 20 3.4.3 Triangulation .......................................................................................... 20 3.4.4 Rationale for Using a Triangulation Research ....................................... 21 Methods within the Paradigm ........................................................................ 23
3.5.1 Rationale for methods ............................................................................ 24 Rationale for the Sample ............................................................................... 25 Design ............................................................................................................ 26 Validity and Reliability .................................................................................... 27 Ethics ............................................................................................................. 28
Limitations ...................................................................................................... 29 Conclusions ................................................................................................... 30
4. Chapter Four: Results and Discussion .................................................................. 31 Overview ........................................................................................................ 31 Demographics ................................................................................................ 31 Communication Channels .............................................................................. 33
4.3.1 Fashion Blogs and Fashion Magazines ................................................. 33 4.3.2 Trustworthiness of Fashion Blogs and Traditional Channels ................. 35 Blogs and Other Social Media ....................................................................... 36 Effectiveness ................................................................................................. 39
4.5.1 Consistent Content ................................................................................ 42 4.5.2 Specific Content ..................................................................................... 42 4.5.3 Transparent Content .............................................................................. 43
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4.5.4 Measuring effectiveness ........................................................................ 44 Motivation ...................................................................................................... 45
4.6.1 Real people ............................................................................................ 45 4.6.2 Relatable ................................................................................................ 47 4.6.3 Trustworthy ............................................................................................ 47 Consumer Behaviour ..................................................................................... 49 The Future of Individual Fashion Blogs ......................................................... 51 Summary ....................................................................................................... 52
5. Chapter Five: Conclusions and Recommendations .............................................. 53 Overview ........................................................................................................ 53 Findings ......................................................................................................... 54 Limitations ...................................................................................................... 56 Recommendations ......................................................................................... 56
References ...................................................................................................................... 1
Appendices ...................................................................................................................... 7 Appendix A .................................................................................................................. 7 Appendix B ................................................................................................................ 16 Appendix C ................................................................................................................ 18 Appendix D ................................................................................................................ 25 Appendix E ................................................................................................................ 44 Appendix F ................................................................................................................ 45
V
Table of Figures Figure 2.1 - Tranditional Promotional Model Mix......................................................7Figure 2.2 - The New Communication Paradigm......................................................8Figure 3.1 - Research Methodology.........................................................................18Figure 3.2- Triangulation Process (Apated from Brannen 2005)..........................22Figure 3.3 - Different Sampling Methods.................................................................26Figure 4.1 - Participants Age Range.........................................................................31Figure 4.2- Fashion Blogs vs Fashion Magazines..................................................33Figure 4.3 – Recommendations through advertisements......................................35Figure4.4-SocialMedia................................................................................................38Figure 4.5 - How many fashion bloggers to do follow?..........................................40Figure 4.6 - Three essential features of blogging...................................................42Figure 4.7 - What make fashion bloggers attractive?.............................................46Figure 4.8 - Trust in Fashion Bloggers.....................................................................48Figure 4.9 - Purchasing Behaviour...........................................................................50Figure 4.10 - Brand Awareness.................................................................................50
Table of Tables Table 3.1- Quantitative Method ..................................................................................... 19 Table 3.2 - Quantitative Method .................................................................................... 20 Table 3.3 - Triangulation ............................................................................................... 21 Table 3.4 - Data collection methods .............................................................................. 23 Table 3.5 - Sampling ..................................................................................................... 25 Table 3.6 - Research Design ......................................................................................... 27 Table 4.1 - Participant Involvement (I) .......................................................................... 32 Table 4.2- Emergent Trends ......................................................................................... 34 Table 4.3 - Blogs and Social Media ............................................................................... 36 Table 4.4 - Followers vs. Views ..................................................................................... 39
1
Chapter 1 : Introduction
Background
In 2009, Chiara Ferragni launched, “The blond Salad”, the world’s most popular fashion
blog nowadays. Brands like Calvin Klein, Channel, Luis Vuitton and Steve Madden
began to notice the blog’s influence and wanted to tap into her online network of potential
customer through collaborations. It was in 2014 when the blog transformed into an online
lifestyle magazine, a brand and therefore, a business (Keinan et al. 2010).
Every decade has had its own style icons. During the 60’s they were bohemian stars,
during the 80’s supermodels and now it is the beginning of a new decade. With the help
of social media, bloggers are gaining popularity and becoming the “influencers” of this
era, admired for their personal fashion style, ability to mix low cost with pricier designer
garments and a talent for showing fashion risks. They are becoming everybody’s style
icons and many brand’s promotional platforms (Bourne 2010).
Style bloggers are differentiating themselves from other communicators by introducing
the readers into their everyday lives and evidencing how fashion, trends and style can
work for real people. It is a unique experience that is hard to duplicate in a magazine or
website with collaboration ties (Allen 2010; Huage 2006). This is why businesses are also
starting to appreciate the influence of blogs, individuals are being constantly exposed to
an extensive amount of advertising throughout numerous media channels. However, due
to the materialization of less intrusive and innovative communication methods, traditional
media is becoming more ineffective and less trusted (Faux 2006). The technological
developments have introduced new opportunities for marketers, with blogs as a new
promotional platform. Blogging has rapidly evolved from a self expression medium into
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an interactive virtual communication tool through its user-generated content (Williams et
al. 2012).
As fashion and trends are essentially guided by inspiration, fashion blogs are becoming
an influential phenomenon, affecting consumer behaviour and purchasing preferences
(Wilkinson 2013).
Rationale
The first blogs were launched in the 1990’s thus it was not until 2002 when fashion blogs
appeared in the blogosphere and then became a commercial success four years after
(Turnbull 1999). It is a relatively new phenomenon which has become a popular digital
communication tool in the last decade. Consequently, the amount of detailed information
and literature is very limited.
It was considered to be an interesting opportunity to investigate and gain a deeper
understanding into the effectiveness of fashion blogs as marketing tools and, moreover,
their impact on consumer behaviour as a current phenomenon.
The importance of fashion blogs within the fashion and marketing industry is apparent
when Wright (2006) suggests that blogging is an essential marketing technique for an
organization’s success, firstly because competitors are doing it and secondly because
consumers are expecting it (Wertime 2008), hence provoking interest to investigate
further.
Also, the literature states that businesses need to promote their brands, regardless of the
industry, in order to make people aware of its existence and thus, increase sales.
Therefore, this research study was chosen as successful marketing strategies need to
be implemented within businesses in order for them to be visible and successful.
3
Moreover, Miller (2012) claims that the most significant marketing advance of the last
decade has been the introduction of digital marketing and internet-related media. This
denotes an interesting topic of research study.
Aims and Objectives
The aim of this study is to:
“Examine the effectiveness of Individual Fashion blogs as marketing tools and their
influence on consumer behaviour”
In order to meet this aim, five objectives have been set and followed:
1. Identify and address the fashion blog tendency as a current digital marketing tool
2. Evaluate the impact of new communication tools in relation to the success of
traditional media channels
3. Explore the influence of fashion bloggers in comparison with social media
4. Investigate the influence of fashion blogs on consumers’ purchase behaviour and
intention
5. Critically explore the future of Individual fashion blogs
4
Chapter 2 : Literature Review
Introduction
The purpose of this chapter is to examine and compare the literature available on the
subject of today’s marketing industry and the progress of the blogging phenomenon, and
explain how new interactive communication tools are becoming marketing strategies.
Special attention will be given to the evolution of marketing strategies and the merging
of digital marketing through technological advances and the development of the web 2.0.
Also, this section will outline the existing literature related to the introduction of Internet-
based promotional practices through the development of new communication tools,
consumer generated media and EWom. Finally, the chapter draws upon literature related
to blogs and fashion blogs; their background, evolution and their relation with the
marketing and promotional industry, which is the main focus of the chapter and of further
study.
Throughout the literature review, the most relevant issues will be highlighted and
discussed providing a broader understanding of this recently emerged topic of study.
Marketing
Marketing can be distinguished between a social and a managerial process. According
to a social explanation, marketing is the process by which individuals and groups achieve
what they are looking for through producing and exchanging goods and value with others
(Kotler 2003). Moreover, as a managerial definition, marketing has been identified as the
art of selling products (Kotler 2000). Although, Peter Drucker, a prominent marketing
academic, states that the aim of marketing is to identify and understand the customer so
certainly that the client is ready to buy and the product sells itself. Similarly, Dave Petten
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describes marketing as knowing where to go in contrast with Kotler’s theory. Also,
Adcock et al. (2001) states that marketing is the philosophy that guides the entire
organization rather than an isolated business function. It must drive the company’s
strategy, mission and vision.
2.2.1 The Evolution of Marketing
Marketing is now entering a new era, in the first decade of the 21st century, a new
dimension for companies and consumers came into being due to the advanced
technology available (Adcock et al. 2001). Marketing is orientated to clients thus, if the
customer’s attitudes change, the discipline of marketing changes and evolves along with
them. Accordingly, companies should understand the volatile behaviour of consumers,
in order to establish reciprocal interests and benefits (Heinonen 2011). Miller (2012)
states that the most substantial marketing advance of the last decade has been the
embrace of the digital marketing and the internet related media.
Digital marketing is no different from traditional marketing, marketers present customers
with the essential information needed to purchase. However, what has changed are the
channels marketers use to relay the messages. E-marketing offers Internet-based media,
such as websites, social networks, email and blogs rather than traditional channels which
provide print publications, radio or television advertisement (Bulut 2013).
According to Chaffey (2009) the internet and other digital media have transformed
marketing as customers now have a wider choice of products, services and a broader
range of prices to choose from.
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Integrated Marketing Communications (IMC) and Marketing Promotions
Integrated Marketing Communication is the conducting principle organizations put into
practice in order to get their message over to their target markets. It is used to control
and manage the elements of the promotional mix to create a cohesive customer-focused
message and, therefore, achieve the organization’s objectives (Garg 2010). However,
the techniques and approaches used by companies to communicate with consumers
have been altered with the rise of the “social media” sensation, also defined as consumer
generated media (Kurtz and Boon 2006). In contrast, Allen (2010) claims that the internet
has not revolutionised the way people communicate, thus the advances in technological
communication have facilitated the evolution of communication practices.
Marketing promotions represent a key element of contemporary business. A promotion
is an instrument of the marketing mix thanks to which the company communicates with
its consumers (Bulut 2013). Regardless of the business, Bahizi (2015) argues that it has
to be promoted in order to make people aware of its existence and thus increase sales.
Promotion consists of attracting the company’s target audience to use and reuse its
products or services (Bahizi 2015).
2.3.1 Traditional Communicational Paradigm
According to Mangold and Faulds (2009), the traditional development of Integrated
Marketing Communications was normally executed by the companies paid agents, such
as public relations advisors, marketing and advertising agencies.
Kolter’s (2003) communication model can be applied to the traditional IMC process,
which originates with the message sender and finishes with the message receiver,
pushing the information from the marketer to the consumer through transmitting channels.
The aim is to reach a certain level of audience exposure thus; it depends on the right
selection of the media that reaches the target audience (Mangold and Faulds 2009).
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According to Chavalier and Mayzlin (2006), companies can embrace and combine a
wide number of promotional techniques in order to create the most effective strategies,
this can include; public relations, advertising, direct marketing and personal selling.
Figure 2.1 - Tranditional Promotional Model Mix
(Adapted from Kolter 2003)
2.3.2 New Communication Paradigm
Nowadays, Internet technology represents an inevitable element in the implementation
of the marketing promotion (Radulovic et al. 2011). Mark (2003) highlights that the
Internet revolution has completely transformed the way companies collect, store and
process data, consumer’s purchasing habits and behaviours as well as business’ way of
competing and working strategies.
At the beginning of the 21st century, traditional communication techniques became less
efficient and a demand for more innovative communicative tools started to increase
correlatively with the progress of the technology era (Nail 2006; Rashtchy et al. 2007).
Since then, online communication systems have become the central phenomenon not
only to keep in touch with friends and family but also a powerful marketing tool (Ellie and
Tilley 2009). According to Henning-Thurau (2004), people can now share information and
8
opinions much easier and faster than ever before thus, increasing the consumer’s power.
Moreover, another substantial difference is the durability of the message which is longer
in comparison to traditional media, where messages attract the public’s attention during
a limited period of time.
Amongst the diverse types of Internet promotional practices, new communication
channels have gained boundless attention from educators, policy makers and
practitioners (Thelwall 2008; Boyd and Ellison 2007).
(Adapted from Li, C. & Bernoff 2008)
2.3.3 Consumer Generated Media (CGM) and Electronic Word of Mouth (EWOM)
The “new media” is also identified as consumer generated media. Lim et al. (2012)
describes CGM as a range of new sources of online material that are started, generated,
distributed and used by consumers with the intention of informing and educating each
other about brands, goods, services and other issues.
CGM refers to a variety of online word-of-mouth vehicles such as, Web Sites, blogs,
consumer-to-consumer e-mail, consumer ratings, social networking and posting on
Figure 2.2 - The New Communication Paradigm
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public internet discussion board/forums; in which consumers can quickly and easily
create and distribute messages via the worldwide web (Williams et al. 2012). Although
consumer generated media is stimulated and influenced by traditional marketing
activities it is owned and controlled by consumers (Shao et al. 2015). Also according to
Foux (2006) consumers perceive CMG as a more credible and trustworthy source of
information than corporate-sponsored communications transmitted via traditional media
which are becoming more fragmented and less trusted.
The growth of CGM’s impact introduces a variety of opportunity for marketers, however
according to Onishi and Machanda (2012), it also brings new challenges. By managing
the process brands can learn from positive and negative feedbacks by meeting consumer
social needs. As a result, the trust and loyalty among the brand’s followers will grow and
new followers will join (Bernstein 2005).
Consumer Generated Media has changed the way firms and consumers interact from
being unidirectional to bidirectional (Onishi and Machanda 2012; Bernstein 2005).
Consumers are now able to share their wants, needs, opinions, experiences and concern.
In addition, companies have the opportunity to attend customers directly, answer their
queries and improve their service (Nail 2006; Bulut 2013).
Furthermore, consumer trust toward traditional advertising is being questioned by the
emergent confidence in consumer generated media and recommendations made by
other consumers (Foux 2006; Shao et al. 2015). Although marketing firms are
increasingly integrating some form of electronic word of mouth strategy (Foux 2006),
according to Cox et al. (2009) it will be more persuasively effective when the reference
giver has no apparent stake or commercial self-interest in the firm discussed. However,
the statements and recommendations generated between consumers via the internet
can be positive, neutral or negative which introduce uncertainty to businesses promotion
strategies (Rafaeli and Raban 2005).
10
Moreover, authors such as Blattberg et al. (2008) argue that the adoption of the internet
as a communication channel is not itself an effective strategy, according to them it has
to be complemented with traditional channels in order to increase awareness and drive
people’s visits.
Social Media and Digital Marketing
Kaplan (2010) states that social media is the most popular online activity with high levels
of social presence and self-disclosure. Technological communication empowers
consumers to generate information and be active users rather than passive receivers
(Stewart and Pavlou 2002). As consumers are now performing activities which were
previously managed by companies, the entire marketing landscape is changing.
According to Eley and Tilley (2009), social networking has become increasingly popular
with billions of users worldwide. We Are Social (2016) states that there are 3,10 billion
internet users from which 2,78 billion are social media users. Therefore, 69% of Internet
surfers used social media sites in 2015 by joining social networks, reading blogs or
contributing reviews in shopping sites. Also according to this study, the figures
correspond to an increment of 11% social media users in comparison with 2014.
According to Kaplan (2010), this growth is not limited to teenagers and the generation X
as 35 to 44 year-olds are increasingly joining social media sites (Mangold and Faulds
2009).
These advances represent an exceptional opportunity for organizations as they are now
able to expand into new markets, apply innovative online communication practices and
offer new services to their customers (Chaffey 2009). Also as Chaffey, Wertime (2008)
states that digital marketing keeps organizations competitive, firstly because competitors
are doing it and secondly because consumers are expecting it. Nevertheless, Chaffey
along with Parsons et al. (1998) agree on the evidence that new media also rise threats
11
for marketers. Start-up companies have captured a significant part of the market and
struck fear into the existing players. There is also tension between marketers and the
public as people want to protect their online privacy. Thus, due to the increasing adoption
of the internet by consumers, organizations need a strong and effective internet presence
in order to survive and prosper in the current business environment (Wertime 2008).
Introduction to Blogs
The business world is undergoing major changes, redefining marketing, public relations
and customer communications. According to Wright (2006), blogging is an essential
marketing technique for an organization’s success. Blogs are described by Hodkinson
(2007) as a specific form of online communication which brings similar people together.
The term blog comes from the contraction of the words “web” and “log” (Rocamora 2011).
Blogs have come a long way since Turnbull (1999) first introduced them to The
Scotsman’s readership as “the latest Internet craze”. Evolving from online diaries for
people to express their feelings and opinions into a; flexible communication tool, a
marketing technique, a listening device and a way to interact directly with customers on
a global scale (Harrison and Barthel 2009). With the expansion of web accessibility,
blogging has become the primary Internet publishing channel for the general public and
has been progressively integrated and exploited by businesses, retailers, the media, the
press, politicians and other public figures (Caffrey 2015). According to Allen (2011) the
use of individual web blogs has increased among internet users and generally most
popular blogs are characterized by the author’s address of a specific topic. Also
according to Bell (2007) blog’s audiences are groups of people of similar nature,
characteristics and interest to those of the author.
According to Rossi (2014) the blogging is facing a tremendous competition with the
emergence of social networks and microblogs. Also, Ranganathan and Ganapathy (2002)
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reiterated that now consumers have a wider option of communication tools and over time
blogs will become indistinguishable from other media channels. In addition, according to
Kwon and Sung (2011) Facebook and Twitter are supplanting blogs as a life-streaming
outlet and blogging is no longer the principal approach for people to express themselves.
However, blogs continue to be prosperous platforms and the number of blogs is
increasing exponentially. In 2015, Statista, a blog search site, counted 275,9 active blogs,
corresponding to an increase of 55.1 million blogs in comparison to the previous year
(Statista 2016). Also, according to the worldmeters, 4,5 million posts are created every
day.
There are several factors driving the growth of blogging as blogs require minimum
financial costs making it accessible to any individual, basic blogs require no special
technical skills making them easy to establish and update and finally the access barriers
are nonexistent. Moreover, Caffrey (2015) identified four reasons for blogging:
socialization, entertainment, self-status seeking and information sharing.
Contemporary Fashion Industry and Marketing
Over the last two decades, the fashion industry has considerably developed and
experienced thorough transformations due to various changes in the business
environment (Hines and Bruce 2007).
It has become a competitive global industry, described as a continuous changing process
which in regular cycles bring new tendencies into any individual activity (Sedeke and
Arora 2013). According to Hines and Bruce (2007), the term fashion can be used broadly
and cover a greater range of goods than just clothes and accessories such as music,
housing, food, clothing, perfumery and beauty products.
Unlike most other sectors, fashion businesses experience irregular fluctuations in
consumer preferences arising from the influence of marketers and the media (Jackson
13
and Shaw 2009). This unpredictability makes the demand for the clothing and
accessories very volatile in comparison to other industries (Gabrielli et al. 2013). The
current fashion market is becoming highly competitive as shoppers are becoming more
demanding pushing retailers to provide the right fashion garments at the right time
therefore, creating and introducing fast fashion to the marketplace (Christopher et al.
2014; Frings 2002; Bhardwaj and Fairhurst 2010). For fashion as a continuously
changing and competitive sector two disciplines are fundamental; creative design skills
and identification of customer targets as well as their needs and preferences. While
design skills are a matter of creative design personnel, identifying customer needs is a
matter of marketing which provides further knowledge and abilities to guarantee that the
use of creative components is maximized and to assure the success and growth of the
business (Easey 2009).
As fashion is constantly changing; forecasting, planning and anticipating risk becomes a
complex task (Hines and Bruce 2007; Kim 2013). Moreover, the growth of the new
economy and globalization have affected the structure of the industry introducing a
radical change in communication approaches. The incorporation of the Internet allows
buyers to participate, follow and discuss trends and the latest fashion as well as purchase
items online (Sedeke and Arora 2013). According to Jackson and Shaw (2009) and Kim
(2013), these changes to fashion create a problem for consumers, who need to purchase
more products and in a more dynamic manner in order to be fashionable. Also, the strong
social pressure that consumers experience is displayed and manipulated by fashion
brands to generate higher sales (Easey 2009). Consumers are constantly aware of the
latest trends and feel the need to be constantly adapting to them in a quick and affordable
way (Cachon and Swinney 2011).
Therefore, and according to many literary statements, manufacturers are more
successful when they recognize the significance of knowing their customers and
14
effectively apply marketing to their business (Cachon and Swinney, 2011; Hines and
Bruce 2007; Sedeke and Aurora 2013).
Fashion Blogs
According to Rocamora (2011) and Sheridan (2006), fashion blogs have become crucial
elements in the field of fashion and marketing. According to Sheridan (2006) fast fashion
requires fast marketing and now this is possible through the use of fashion blogs as
promotional platforms.
Predominantly, individual fashion blogs, where bloggers post pictures and document their
style and life, have established as a central form of fashion blogging. Personal fashion
blogs are an ongoing story about oneself (Hodkinson 2007), along with the fashion these
blogs document a process of identity construction through clothes.
Blogging has become the fashion commentary of the moment. It is an active and
interactive channel which facilitates a two-way conversation that incorporates comments
and encourage followers (Bresseel 2006). According to Lea- Greenwood (2013)
“bloggers are the new influential fashion journalists of today”. However, fashion bloggers
can not be considered to have all the same abilities. According to Wilkinson (2013) not
all fashion the fashion bloggers are professional writers, journalists or expert stylists.
Which agrees with Allen (2011) who states that blogs are media although they are not as
professional as traditional media. Due to this, not all blogs in the cyberspace become
popular, according to Carlson (2009) most blogs are abandoned soon after their creation
and most of the blogs are rarely pointed out by others, since they are read only by close
relatives and thus they have essentially no audience. Building up a publishing track
record depends on the commitment of the fashion bloggers which enables them to
increase the respect and reliance of readers based on their reputation for honesty and
accuracy (Pagett 2010). Moreover, in order to succeed in this field, experience,
15
disposition and particular fashion knowledge need to coexist alongside correct business
strategies (Allen 2011). Although not all fashion blogs have the same characteristics,
brands are aware that competent fashion bloggers have a real influence and street style
blogs can increase a brand’s exposure and lead to a purchase (Wilkinson,2013).
According to Engel (1995), transmitters who are considered a credible source will
increment the influence on receivers, as being credible involves being perceived as
trustworthy and reliable. Furthermore, influence from a personal level has a higher impact
on consumer behaviour than at a commercial level making internet consumers more
susceptible to persuasion. Fashion blogs are bringing about a decreasing interest from
consumers in brand messages delivered through traditional advertising. According to
Allen (2010) and Hauge (2006) editors of mainstream fashion magazines had the power
and control to describe and classified trends and style. However, now that role is being
shared with fashion bloggers due to their rising popularity.
According to Technorati (2009), What makes blogs more attractive than traditional media
is the active participation in which consumers take initiative rather than being exposed to
unidirectional traditional media. Through blogs, marketers can build relationships,
collaborate and learn from consumers in an interactive manner. According to Belch and
Belch (2011), bloggers’ powerful influence on readers is due to their unique position, they
are considered fashion idols but also friends as they are more approachable and readers
engage with their personal everyday lives. Belch and Belch (2011) state that companies
are able to connect more effectively with consumers by collaborating with people with
whom consumers will be able to identify themselves. Bloggers were considered impartial
individuals who had nothing to gain from giving product reviews. However, now that
people are aware of brand collaboration they might elude reliance on the blogger. Thus,
Wright (2006) states that as long as bloggers are transparent and talk openly about their
collaborations, paid events and are honest about the product reviews, people’s
acceptance and trust will remain. According to Hamm (2006) fashion blogs are a
16
beneficial research tool for companies, designer and brands as they are a fast method
of feedback generation and collection, therefore an effective approach for companies to
forecast and reduce further risks.
Even though most academic authors claim blogs to be an effective marketing promotion
channel, some authors are in disagreement. Praise and Guinan (2008) and Armstrong
and McAdams (2009) consider that brands and marketers perceive blogs as a risk of loss
of controls over the marketing promotions. Therefore, in accordance to Sprague (2007)
one of the key issues of blog marketing is the differentiation between commercial and
non-commercial activities associated between firms and bloggers. Halvorsen et al. (2013)
claims that all marketing should be disclosed in a way that it can be noticeably recognized
as marketing.
Summary
This chapter concludes that the evolution of technology is bringing about numerous
changes to communication systems and practices. Moreover, the fast and emotional
two-way dynamic nature of consumer generated media has transformed blogs and
specifically fashion blogs into a communication tool but also a marketing and
promotional tool.
17
Chapter 3 : Methodology
Introduction
Business research entails a succession of stages which contribute to increased
understanding and achieve the main objectives of the study (Saunders et al 2012). In
addition, Clough and Nutbrown (2012) state that research methodology is a fundamental
element of the research process through which the researcher is able to justify and
strengthen the decision which has been made.
Therefore, this chapter considers and outlines the appropriate approaches chosen,
contributing to the aim of the study to examine the effectiveness of individual fashion
blogs as marketing tools and their impact on consumer behaviour. It also ensures that
ethical concerns are implemented and that any limitations experienced throughout the
process are taken into account when developing conclusions.
According to Sekaran and Bougie (2013) there is an extensive variety of methods
available when undertaking a research project however, selecting the most suitable
method is essential in order fulfil the research aim and objectives (Quinlan 2011).
Research Objectives
The objectives of this study are designed to build and gain a deeper understanding of
individual fashion blogs, the new communicational medium which has evolved from
personal diaries into marketing tools. The objectives are the following:
• Identifyandaddressthefashionblogtendencyasacurrentdigitalmarketingtool
• Evaluate the impactofnewcommunication tools in relation to thesuccessof
traditionalmediachannels
• Exploretheinfluenceoffashionbloggersincomparisonwithsocialmedia
18
• Investigatetheinfluenceoffashionblogsonconsumers’purchasebehaviourand
intention
• Criticallyexplorethefutureofindividualblogs
Research Process
The first stage of the research process aims to identify the research problem. Then, the
most relevant literature will be considered in order to address the research question thus,
allowing the researcher to achieve the third stage shown in the framework below. This
chapter accomplishes stages four and five, which involve the determination and
application of research methods. The last stage will be examined within the final chapter
of this study, which suggests results and recommendation. According to Austin and
Pinkleton (2008), the establishment of this process improves the benefits of the research.
Moreover, it enhances the organization of the study and reduces the risk of developing
poor quality data (Bryman and Bell 2015).
Figure 3.1 - Research Methodology
(Adapted from Austin and Pinkleton 2008)
1•Define Objective and problem
2•Determine Research Design
3•Dedisign and Prepare Research Instrument
4•Sampling and Data Collection
5•Analyze Data
6•Visualize and Communicate Results
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Research Methodology
There are three different approaches that can be considered when managing a research
study, these are: qualitative, quantitative and triangulation (Bryman 2012). Each
approach will be explored in more detail in the following sections.
3.4.1 Qualitative A qualitative study makes it possible to investigate and interpret the meaning of an issue
in a social or human context (Creswell 2003). According to the phenomenological
approach, researchers should embrace qualitative methods as humans think and reflect
basing themselves on their own interpretation and perspectives (Collins and Hussey
2009). Therefore, due to the characteristics of the qualitative approach, this method was
considered to be an appropriate choice to support the aims of the study.
The table below gives a brief description of the method as well as the advantages and
disadvantages comprised by it:
Table 3.1- Quantitative Method
Qualitative Analysis
Advantages
Disadvantages
• Constructivist philosophical assumptions
• Focused on paradigm and theoretical overviews.
• Inductive process • Allows to identify patterns
of association to build theories and conclusions
• In-depth investigation• Focuses on a single
concept or phenomenon
• Flexible observation from participants
• Interpersonal interaction with participants
• Brings personal values to the study
• Makes interpretation of the data
• Provides insight to the study
• Accurate findings
• Reduced sample size • Information difficult to
compare• Complex to measure
variables • Costly and time
consuming • Researcher is
required to have certain skills
• Probing may lead to bias
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(AdaptedfromMerriam2009;BrymanandBell2015)
3.4.2 Quantitative According to the positivism approach, researchers should apply quantitative methods to
categorise and measure feasible results (Moore 2006). The researcher considered that
a quantitative approach may be applicable to the study as it aims to analyse the effect of
fashion bloggers on consumer behaviour and a relatively large sample of participant was
desirable in order to get more general and reliable results.
The table below shows a description as well as the advantages and disadvantages
involved in this method:
Table 3.2 - Quantitative Method
(AdaptedformMoore2006)
3.4.3 Triangulation Triangulation is the use of a combination of quantitative and qualitative approaches as a
means of investigating the same research issue and hence reducing claims concerning
Quantitative Analysis
Advantages
Disadvantages
• Pre-determined and finely-tuned technological tool
• Post-positivist philosophical assumptions
• Enumerative induction • Numeric data • It is measured using
statistical methods
• Easy-to-measure results
• Quick and easy to compare
• Large samples can be obtained
• Information required is not too complex
• Results are statistically reliable
• Can be used to test unbiased theories
• Unspecific concepts• Less flexibility• Fixed, one-dimension
data • Closed ended
questions• Imaginative input • Lack of in-depth
knowledge• Large audience is
required• Findings can be
generalized
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the validity and reliability of conclusions (Deniz, 1970). According to Creswell (2003)
research which does not encompass more than one method is narrow and inadequate.
Moreover, he argues that researchers have to be adaptable and raise a range of
appropriate systems and procedures for the study. Triangulation is a complex method
due to the different categories within it. However, the information obtained from it can be
more detailed and accurate than from a single method (Driscoll et al. 2007).
The table below shows the advantages, disadvantages and characteristics of this method:
Table 3.3 - Triangulation
Triangulation
Advantages
Disadvantages
• Pragmatic worldview • Statistical and text
analysis • Combination of
qualitative and quantitative approaches
• Provides a complete understanding of the data
• Reliable results• Accurate judgements • Richer in detail than
single method• In-depth analysis
• Longer to develop than single methods
• Cost efficiency • More complex to
develop than single methods
(AdaptedformBrymanandBell2011)
3.4.4 Rationale for Using a Triangulation Research When contemplating the adoption of a research method, the researcher considered that
the adoption of a single method may not be adequate in order to address the topic. A
triangulation research method was chosen to build more valid conclusions and to provide
a comprehensive analysis of the research problem. The triangulation model also fits the
purpose of this research study and allows the researcher to fulfil the aim of the project in
a more exhaustive way than a single method would do. The quantitative data collection
and analysis focuses on the individual fashion blog readers and followers with a special
focus on their reliability on fashion bloggers and their influence on readers’ consumer
22
behaviour. On the other hand, qualitative data focuses on the 5 individual fashion
bloggers fashion bloggers and a director of a marketing agency and director of Scottish
fashion bloggers. Managing these interviews allowed the researcher to analyse the
experiences of individual fashion blogs as marketing platforms as well as to gain a more
extensive insight about fashion blogs form a marketing perspective. Moreover, the
researcher chose to use a concurrent triangulation approach. Concurrent triangulation is
the process through which both quantitative and qualitative data are simultaneously
collected, analysed and then compared (Creswell, 2003). Also, the data collected may
have an equivalent or a different weight to the study. The purpose of using this research
model is to cross-validate the findings of the study, increase its interpretability and validity,
decrease the chance of researcher bias, as well as uncover insights that may enhance
the research itself (Rocco et. al, 2003).
Figure 3.2- Triangulation Process (Apated from Brannen 2005)
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Methods within the Paradigm
Table 3.4 - Data collection methods
Methods
Qualities Used in this research
Case study
• General conclusion from a small number of cases
No
Focus groups
• Emphasized in group interaction as part of social life
• Participants tend to argue and challenge each other’s points of view
• Involving several people, making it more complicated to transcribe
• Difficult to organise
No
Self-completion questionnaires
• The interviewer is not present • Research instruments are short
and easy to follow• Composed of closed questions • Questionnaires can be distributed
in large quantities• Loss of control over respondents • Additional information cannot be
collected
Yes
Structured observations
• Based on the observation and record of a behaviour.
• Participants are observed for a period of time using the same rules.
• Typically underpinned by cross sectional research design.
No
Secondary analysis and official statistics
• Data is already collected • Time and costly effective• Lack of reactivity problems• Prospect of analysing data cross-
sectional and longitudinal
Yes
Qualitative interviews
• High flexibility• Allows a less structured
approach• Great generality in the
formulation of ideas• Great interest on interviewees
points of view• Interview can depart from any
schedule or guide• Provides rich and detailed
answers• Makes it possible to interview the
candidates multiple times
Yes
24
(Adapted from Brannen 2005; Bryman 2012)
The table above shows the different variety of research methods available (Bryman,
2012). Only the ones in green with a yes were applied in the study as they were
considered to be the most adequate.
3.5.1 Rationale for methods
Qualitative interviews are a common, widely employed method in qualitative research
due to their high flexibility (Creswell 203). Interviews allowed the researcher to engage
with fashion bloggers and one marketing expert through fluent conversations and thus
obtain deep and rich opinions, experiences, knowledge and feelings about the
promotions executed through their bogs and the brand exposure generated. Interviews
with fashion bloggers and a marketing specialist also allowed the researcher to collected
detailed information about fashion bloggers engagement through other social media
channels. Moreover, the fashion bloggers were able to respond to interview questions
from the perspective of social followers as they highly involved with other fashion blogs.
Semi structured interviews were deemed the most appropriate technique to gain a more
flexible and fluent conversation as well as to obtain a greater adaptability in the
formulation of the initial research ideas. Moreover, self-completion questionnaires were
distributed to blog readers in order to reach a large audience and hence acquire more
reliable and valid answers about their consumer behaviours.
Finally, another analysis was conducted to examine the knowledge and opinions of
professional people in the field in order to generate more accurate findings concerning
the effectiveness of individual fashion blogs as marketing tools.
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The methods selected in this research were chosen as they were considered to be the
most suitable in order to delve into the topic as well as to gain a wider understanding of
both parties involved in fashion blogs, the bloggers and the readers.
Rationale for the Sample
Thetablebelowshowsthedifferenttypesofprobabilityandnon-probabilitysampling
options.
Table 3.5 - Sampling
(Adaptedfrom:BrymanandBell2015)
Probability Sampling
Non-probability Sampling
• Random sample of population selected• Findings can be generalised• Population and sample data is treated as the
same
• Population sample is not selected at random
• Human judgement affects the selection process
• More time and cost-effective as individuals are chosen for convenience
Samling
Probability Sampling
Cluster
Systematic Random
Simple Random
Statified Random
Non-probability Sampling
Snowball
Convenience
Quota
Purposive
26
Figure 3.3 - Different Sampling Methods
(Adapted from: Bryman 2011)
For the interviews, the researcher carried out a snowball sampling method. The Scottish
Fashion Blogger Community as well as the Edinburgh blogger community were
contacted. These are local and small communities in which all local bloggers are
intertwined through network such as social media platforms and so, consequently a
broad sample of the population.
Moreover, when implementing the survey questions a probability sampling method was
applied. Specifically, a stratified random method was deemed to be the most applicable
process to execute the study. This process enabled the researcher to get random
answers from a specific target of the population with similar interests more precisely, from
blog readers and followers. To reach the target audience, the survey was posted through
social media, specifically Facebook. Additionally, in order to reach the precise target, the
researcher joined 10 Facebook groups related to blogs and fashion blogs and
furthermore posted the survey repeatedly. Also, the survey was posted in the comment
section of World Know fashion blogs, attempting to get more of a reliable answer.
Design
Design in research is the necessity to create a plan for a specific study. Methodology
design must therefore, consider the issues of the quality of the dissertation being
designed.
There are many research design strategies:
27
Table 3.6 - Research Design
Design Strategy
Qualities
Survey • Quantitative descriptions • Standardised information
Cross-sectional • Social survey• Quantitative and qualitative data is collected and
then connected with two or more variables• Data collected simultaneously• Design to detect patterns of association
Case study • Real-life framework• The case is the object of interest• The research provides an in-depth education of
itLongitudinal • Design to map change in a research
• Time consuming and costly• Provides reliable results• Allows causal interference
ExperimentalQuasi- experimental
• Laboratory or field experiments (real-life settings)
• Field experiments are more common in Business but still rare due to the lack of control when measuring behaviour
• Eliminates casual findings and enhances validity of findings
• Certain experimental design characteristics but do not fulfil validity requirements
Table3.6(AdaptedfromCreswelletal.2007)
For the aim of this research study, a cross-sectional design was adopted. A cross-
sectional design involves the collection of data on more than one occasion at a single
point in time (Bryman and Bell 2015). After the data collection the researcher examined
and analysed it to identify patterns of association. This design method was considered
the most suitable approach for the study as both quantitative and qualitative data were
gathered simultaneously.
Validity and Reliability
According to Krumar (2001), research methods within the social science field can not be
absolutely accurate thus, it is essential that the researcher attempts to conserve the
28
research findings as valid and reliable as possible. Guion (2002) states that validity is the
most fundamental consideration in evaluating measures and procedures, however,
reliability and validity are systematically distinguishable. They are related as validity
derives from reliability accordingly, if processes are not reliable they can not be
considered valid (Bryman and Bell, 2011).
Snowball sampling was used in the study to gather results through a representative
sample. Although, this sampling method is not as generalised as probability sampling it
was chosen as it was the more suitable in order to raise the matters of issue.
Reliability in the investigation is considered by the consistency of the methods; using the
same predetermined interview question guide enables the researcher to develop the
regularity and consistency of the process.
Through recording, transcribing and quoting interview data, misinterpretation is kept to a
minimum, also, ensuring more reliable and accurate data that is free from bias.
Ethics
In joint qualitative and quantitative research where the study involves people, ethics is of
significant importance, essentially concerning qualitative research as people’s personal
issues are involved (Silverman 2010; Jankowicz, 2004). According to Gilham (2005), the
information disclosed by people within the context of professional relationship could be
unexpected. Consequently, to remain ethically correct, participants were issued with
consent forms along with an information form of the study (Appendix E and Appendix F).
All data gathered in form of audio recordings was protected steadily and participants
remained unknown. To prevent any potential breach of ethics, the research study was
also advised and consented by Queen Margaret University (Appendix A). Ethical
consideration has been taken to prove these procedures:
29
• Information sheet and consent form were given to each participant prior the data
collection in request of their signatures and consent to take part in the study
• The participation was anonymous, voluntary and the participants were able to
withdraw at any time
• Recordings and transcriptions will not refer to the participants or disclose any
identity. The data will be destroyed once the study is completed and submitted
and there will be no copies of the archives.
• Honesty and integrity matters will be contemplated throughout the entire research
process.
Limitations
During the study process, some limitations restricted the quality of the findings. As the
study involves blog readers the survey was preferred to be distributed electronically as
fashion blogs are accessible online. However, there is no warranty that the research
criteria was met as the researcher was not present during the responses, moreover
according to Bryman and Bell (2011), through the distribution of hard copies the quality
of the findings is more accurate as the researcher is able to ensure that the survey is
answered by the right target.
Then, another limitation identified by the researcher was the research location, Edinburgh,
which restricted the availability of bloggers as the community is small. This also limits the
results, five fashion bloggers and a marketing expert were interviewed, however the
results can not be generalised due to the nature and characteristics of each individual
and their respective blog, therefore results can not be applicable to the generalisation of
the topic. Finally, time and cost limited the researcher sample deteriorating the condition
of the study.
30
Conclusions
This conclude has provided a specified description of the approaches that were
employed, in order to gather the specific data which were then collated and analysed to
accomplish the aim of addressing the effectiveness of fashion blogs as marketing tools.
The available methods were assessed and a mixed methods approach was deemed to
be the most appropriate. Also, conducting semi-structured interviews and self completion
questionnaires, were the most appropriate approaches to gain insights from the targeted
population.
The next chapter will examine and interpret the information previously collected to
answer the research question.
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Chapter 4 : Results and Discussion
Overview
This chapter will discuss the results gathered throughout the qualitative and quantitative
data collection process. Through the use of tables, diagrams and direct quotes the
researcher will examine the information gathered from the six interviews conducted with
bloggers and community bloggers and further a survey answered by 100 people. The
researcher transcribed all the data; an example of one interview transcript will be included
in the appendix.
Furthermore, the aim of this chapter is to explore and review the data in relation to the
research objectives while drawing upon the literature review to reinforce or dismiss the
findings.
Demographics
Figures 4.2.1 and 4.2.2 illustrate the demographics of the survey and interview
participants involved in this research.
The figure below shows that 80% of the survey respondents who were targeted to be
blog readers were between 16 and 25 years old, which put them in the generation Y, also
known as Millennials.
Figure 4.1 - Participants Age Range
32
According to (Kaplan and Haenlein 2019) the growth of social media users is not limited
to generation Y as older generations are increasingly joining online communication
platforms. The age-range of respondents to the survey conducted is broad, although it is
clear that the 21 to 25 age range is exponentially higher than the other ones. This shows
that the blog readers are constrained between a 16 to a 25 year old population.
Table 4.1 illustrates the occupations held by the interview participants, their age and their
years of experience within the marketing and blogging industry.
Table 4.1 - Participant Involvement (I)
Participants Age Years in the blogging industry
Occupation
Participant 1 54 14 Director of a marketing agency and coordinator of Scottish Fashion Bloggers Community
Participant 2 32 2 Blogger owner and writer of Edinburgh Bloggers Community Blog
Participant 3 25 9 Blogger owner, fashion design student and model
Participant 4 22 3 Blogger owner and fashion design student at Central Saint Martins
Participant 5 and Participant 6
27 and 28 3 Blogger owner and photographer Blogger owner and PR
33
KeyThemes
After coding and conducting a thematic analysis of the transcriptions of the interviews
and responses from survey participants, five key themes were extracted as well as their
corresponding sub-themes. This process will assist in the understanding of the blogging
phenomenon as a promotional tool and its influence on consumer behaviour. Moreover,
the literature from chapter two will be utilized to support the findings.
Communication Channels
The first theme to come up was the comparison of traditional and modern communication
channels and their respective effectiveness from a marketing and consumer behaviour
perspective. With a special focus on magazines in contrast to fashion blogs.
4.3.1 Fashion Blogs and Fashion Magazines
The table below provides a comparison between individual’s preferences in relation to
fashion magazine articles and fashion blogs posts (Figure 4.2).
Figure 4.2- Fashion Blogs vs Fashion Magazines
34
The results obtained from the survey respondents show that 69% would prefer to read a
blog post over a magazine article.
What is more, respondents who answered yes were asked to explain why. The table
below illustrates respondent’s trends in relation to their preference of fashion blogs over
fashion magazines.
Table 4.2- Emergent Trends
Trends merged from survey respondents for preference of reading blogs over magazines
Number of respondents
Relatable IIII Real IIII II Honest IIII III Accessible IIII I Personal IIII Interesting IIII Informative II Inexpensive IIII Faster II
Moreover, participant 1, 3 and 5 said respectively;
Participant 1 “The best way to tell your story is where your customer is […] So if your customer’s eyes and ears are on their mobile phone that is where you need to be speaking to them. So if you are spending all your time on a magazine advert, you are wasting your money.”
Participant 3 “Because of blogs the popularity of fashion magazines is decreasing, now you can see true fashion on real people…. Also, the latest trends are available for the reader whenever they want, they don’t have to wait for a month to have access it or even buy it”
Participant 5 “I hardly read any magazines now, I find most of my fashion information from blogs and I think that is the way things are going with some magazines failing because of that”
Findings show that people want to have access to current and up-to-date fashion
information anywhere at any time and now this is possible due to technological devices.
Also, people would prefer to read a fashion blog post over a magazine article as it is
perceived to be more real, relatable, honest as well as more interesting. Therefore,
35
results confirm what literature highlighted, that traditional communication techniques,
specifically magazines, have become less efficient and a demand for more innovative
communicative platforms has started to increase correlatively with the progress of the
technology (Nail 2005; Rashtchy et al. 2007). This also reinforces what the literature
states on the subject of fast fashion which according to Sheridan (2006) needs to be
supported by fast marketing and this is now possible through the integration of new
communicational channels, such as fashion blogs, into brand’s marketing strategies.
4.3.2 Trustworthiness of Fashion Blogs and Traditional Channels
Also according to the literature, Consumer Generated Media is perceived as a more
credible and trustworthy source of information than corporate-sponsored
communications transmitted through traditional channels (Foux 2006; Belch and Belch
2011). In order to analyse what the literature states survey participants were asked if they
would trust more fashion blogger recommendations over traditional media. Survey
participant answers are shown in the graphic below.
Figure 4.3 – Recommendations through advertisements
36
Findings indicate that 81% of participants trust a recommendation made by a fashion
blogger more than one by traditional channels, which 28% will always trust more.
Findings agree with what literature highlighted, people trust more a recommendation
made by a blogger than by a traditional channel primarily because they seem more
honest, genuine and authentic, moreover because they feel that the recommendations
are made by real people and they are able to relate to the blogger (Pagget 2010; Wright
2006).
Conversely, there are some examples of participants such as blogger 2 and 4 who said
that traditional channels are still effective thus they only will be successful when
combined with online channels. Similarly, agreeing with Blattberg et al. (2008) who
argues that internet communication channels have to be combined with the exposure of
traditional channels in order to be effective. However, participants stated that in terms of
trust they would choose bloggers over traditional advertisements.
The next theme will analyse fashion blogs in relation to new social networks, with special
focus on Instagram.
Blogs and Other Social Media
One of the objectives of this study is to examine the popularity of blogs over other social
media and the preferences of consumers.
Table 4.3 - Blogs and Social Media
Number of followers Blog Instagram Twitter Facebook Participant 2 270 360 731 - Participant 3 3,281 5,403 774 667 Participant 4 1,825 8,172 - - Participants 5 and 6 100 2,200 1,295 518
37
Figure (4.3) highlights that bloggers have more followers in other social media network
than in the blog, primarily on Instagram. Even though all bloggers have different social
media channels, according to the findings Facebook and Twitter do not seem to drive
much attention. Thus, it is evident that Instagram is in every case the most popular social
media channel with the highest number of subscribers. This supports what the literature
argues; blogging is facing incredible competition from the emerging social networks and
mircoblogs as now consumers have a wider option of communication tools (Ranganathan
and Ganapathy 2002; Rossi 2014).
Accordingly, participant 5 raised the issue that people like to follow certain social media,
especially Instagram and not follow any other channel. Also, participant 2 cited;
“I think Instagram is heading that way and it is taking over particular fashion blogging. Because fashion blogging is about the images and Instagram is a fast way to look at images” (Participant 2/ L83-86)
Accordingly, participant 6 highlights that Instagram is a good example of how visual
people are and how they want photos rather than reading a whole article or story.
Conversely, participants 1 and 4 do not consider other media such as Instagram to be a
focus of threats for blogs. Moreover, both of them suggested that blogs and Instagram
go hand and hand. Additionally, participant 4 said that from their blogging experience,
Instagram is a great source of followers.
Nonetheless, participant 4 also said;
“Instagram hasn’t been out there for so long, it started after blogs and has had a higher
impact” (Participant 4)
Also, in accordance with this issue a survey question was conduced asking participants
if they follow fashion bloggers through other social networks, to which 77% answer yes.
38
Moreover, they were aimed to name the social networks they use to follow fashion
bloggers. Graph below is used to illustrate the results.
According to survey respondents, 81.01% considered Instagram as their preferred
channel. Followed by YouTube, with 34%, Facebook with 30% and Twitter with 25%.
In accordance with the findings, people are very visual and Instagram is a quick and
practical way to look at images and it is currently the most successful social tool for the
fashion industry. Moreover, Instagram is a great way for bloggers to gain awareness and
exposure for their blogs. However, findings show that the participants’ main focus of
subscribers is through Instagram. Therefore, it might be also the best platform for
marketing promotion as more people could be reached and therefore reducing the validity
of fashion blogs as a current promotional platform for brands.
Figure4.4-SocialMedia
81,01
25,3230,38 34,18
17,72
2,53 5,06
0102030405060708090
Instagram Twitter Facebook Youtube Snapchap Pinterest OthersSocial Media Channels Provided by Respondents
Through which other social media do you follow fashion bloggers?
39
Effectiveness
The literature on the subject highlights that fashion blogs have been adopted as current
marketing platforms (Hamm 2006; Rocamora 2011; Wright 2006), hence this theme aims
to further analyse its effectiveness and impact over brands’ promotion success.
Interviewees agreed that marketers and PRs will look at the number of followers prior to
a collaboration. In order analyze if this is a useful strategy, the table below compares the
number of followers and number of views for each blog.
Table 4.4 - Followers vs. Views
Bloggers Subscribers figures Views figures Participant 2 270 5,000 per month Participant 3 3,281 4,500-6,000 per day Participant 4 1,825 2,000 per day Participant 5 and 6 100 200 per day
As can be appreciated, blog visits exceed exponentially the number of subscribers for
every blogger interviewed. In relation to this, participant 2 said;
“The number do not coincide because I think that people come to the blog but do not
follow it” (Participant 2/L 13-14)
Moreover, the findings that emerged from qualitative data correlate with the statement
previously made, even if people read blogs they do not necessarily follow bloggers
through their blog, with 55% of them following between 1 and 5 bloggers.
40
Interestingly there are some discrepancies between the participants in relation to the
number of followers and its importance. Participant 1 said;
“It is not good having lots of likes or followers, that means nothing. Because nowadays
you can buy followers.” (Participant 1)
Accordingly, participant 4 stated that many people invest hours on social networks getting
likes and followers although the quality of their blog content might be quite poor.
Additionally, participant 6 said that the brands working with bloggers do not necessarily
look at the number of the followers but at the loyalty of their followers. Moreover,
participant 6 and 1 stated correspondingly;
“I think that we have a good interaction with our followers, people who read our blog read it quite regularly rather than look at it as one off, I think that is it and that brands look at your numbers but that they are a bit more clever than that.” (Participant 6)
Figure 4.5 - How many fashion bloggers to do follow?
41
“It is also difficult from a business point of view to believe the traffic and subscribers base of blogs if they don’t publish and it is difficult for us to find out how true it is and how accurate it is about the visitor numbers and traffic. There are ways around that but it is difficult.” (Participant 1)
Therefore, it is quite ambiguous for the brands to base the effectiveness of their
promotions on bloggers when they lack the information and data needed in order to
choose the most suitable channel for their marketing campaign.
Furthermore, participant 2 and 3 said that usually the more followers, the more
promotional collaboration offers bloggers get from PRs and brand. However, none of
them experienced it as in their situations brands were looking for quality content and
photography. Therefore, it can be concluded that the number of followers is significant
for marketers and PRs in order to work with bloggers. However, nowadays people can
buy and spend time increasing the number of subscribers despite having a poor quality
blog. Then, marketers and PRs are looking at numbers although also focusing on the
content and the bloggers interaction with subscribers prior to a collaboration in order for
it to be successful. This confirms what the literature argues; experience, disposition and
particular fashion knowledge needs to coexists alongside with business strategies
(Entwistle 2005).
According to the findings, good quality blog contents are characterized by three main
features:
42
4.5.1 Consistent Content
Participants 1 and 3 agreed that fashion blogs’ effectiveness depends on the blogger.
Both stated that bloggers have to be constant and consistent. Therefore, collaborations
would only be successful when bloggers post and work on the blog regularly otherwise,
collaborations will not be effective. This finding corroborate what Carlson (2009) and
Pagett (2010) stated; most of the blogs are abandoned after their creation as they have
essentially no audience, therefore building up a publishing track depends on the fashion
blogger commitments.
4.5.2 Specific Content
Interestingly, findings from interview responses on the subject of blogs success as
marketing tools provided evidence that the more niche the blog is, the more successful
it is and the better it is for brands as a promotional channel. In relation to this, participant
1 and 2 said respectively;
Transparency
Specification
Consistency
Figure 4.6 - Three essential features of blogging
43
Participant 1 “The ones that companies tend to work with are the ones that have a specific niche so the ones that are very specifically focused on let’s say: ballerinas and gothic fashion. So the more specific they are the more successful they are.”
Participant 2 (L/ 115-120)
“My blog has become very niche in the last few months. When I first started […] I posted about fashion, beauty, lifestyle […] Then decided to pin it down to more of a fashion focus, I started using a cups wardrobe myself so […] that became the focus on my blog. […] that is what I would see it being different from any other blog.”
Participant 3 “[…] I think that by doing something creative and different […] I get really noticeable. […] There are many bloggers, that is why I think that I have to differentiate myself by doing things that no one else is doing.”
Participant 5 “We work with a jewellery designer called (*****), she is not gothic but sort of stream punk inspired”
Participant 6 “We really push local design, British design and, in particular, other Scottish makers and creators. Whether that is designers, other bloggers or photographers.”
It is evident that the more specific and niche a blog is, the better it will be for brands to
collaborate with them as firms will be able to ensure that their specific target will be
reached. Moreover, nowadays more and more fashion bloggers are cropping up thus
they have to differentiate themselves in order to be unique and special whilst noticeable
and interesting for both brands and reader. This confirms to what Allen (2010) and Bell
(2016) stated; generally, most popular blogs are characterized by the author’s address
of a specific topic.
4.5.3 Transparent Content
Publications highlight that through blogs companies lose control over their promotion as
bloggers reviews could be prejudicial for brands reputation. Additionally, Parise and
Guinan (2008) claim that promotions executed through blogs carry a risk of loss control
over the marketing message.
From a marketing perspective participant 1 mentioned;
“I think that brands that are too protective of their image are making a mistake and the more natural the content is from the blogger, the better. Typically, if they are going to write something bad about a product or experience it is because
44
they have experienced something bad and as a brand owner you should be trying to correct that, so yes, it has to be good.” (Participant 1)
This statement suggests that brands could use blogs reviews as feedback, therefore all
the information collected from bloggers could be used by marketers as marketing
research and would be useful in order to hear from consumers and make the necessary
improvements. This results link closely to the concept of consumer generated media and
electronic word of mouth, disclosed in the literature review. According to Bernstein (2005),
Technorati (2009) and Pagget 2010, by managing consumer generated media brands
can learn from positive and negative feedback directly from consumers.
On the other hand, bloggers 4, 5 and 6 claimed that they would not write a bad or negative
brand review thus, they would speak with the brand about their experience or opinion
and furthermore reject the collaboration.
This shows that through bloggers, companies do not necessarily lose control over their
promotions as bloggers would prefer not to accept the collaboration rather than posting
a negative review. Moreover, this shows that brands get feedback from bloggers which
allows them to analyse and furthermore improve their marketing strategies.
4.5.4 Measuring effectiveness
This theme aims to explore the validity of fashion blogs promotions and the ability of
brands and marketers to endorse these campaigns.
In accordance with all the participants interviewed, it is very difficult to measure the
effectiveness of a promotion done through a blog platform. Participants 6 and 1 stated
that it is essential for companies to know and understand who the blogger is and who are
they working with and when both sides are clear about what is being done and what the
promotion consists of. Accordingly, participant 5 suggested;
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“The collaboration has to be more sort of a relationship between the brand and the blogger but I think that as long as it is managed well it can be a successful relationship.” (Participant 5)
In accordance with the findings, executing promotions through individual fashion blogs is
a successful strategy as long as brands know and understand the blogger and moreover
a relationship is established.
Motivation
According to the literature the number of blogs and blog posts generated every day are
increasing until currently reaching 275,9 active blogs (Statista 2016). Therefore, it is
essential for the nature of this study to understand what motivates people to follow and
read blogs thus, this will be the focus for following theme.
Findings indicate that there are three main reasons that encourage and interest people
in order to read and follow blogs. These are; how real, relatable and trustworthy they
seem.
4.6.1 Real people
To gain a better understanding of what motivates people to follow blogs, the next question
asked people to select their main source of motivation for it.
46
Figure 4.7 - What make fashion bloggers attractive?
Data findings show that 45% of respondents follow bloggers because they are interested
in their personal everyday lives. Likewise, respondents stated that they follow bloggers
because they seem to be normal people writing honest opinions and that makes them
relatable. Findings from interview responses also suggest that people like bloggers
because they are perceived as real and normal people. Interviewee 6 mentioned;
“we are the girls next door that you can dress like and be styled like, so we are quite approachable and relatable. And because there is two of us it is also a friendship factor so people feel like joining our friendship” (Participant 6)
Similarly, participant 4 said;
“People can see that it is a real opinion by a real person. That is why people trust us more. Bloggers are perceived as friends and readers identify themselves with the bloggers.” (Participant 4)
Likewise, agreeing with Belch and Belch (2011), who claimed that bloggers powerful
influence on readers is due to their unique position as they are considered fashion idols
but also friends as they are more approachable and readers engage with their personal
everyday lives. In accordance to the literature participant 3 believes that followers are
interested in bloggers’ lives.
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Therefore, people enjoy following and reading blogs because they are able to relate to
bloggers as they are perceived as normal and real people expressing their personal
opinions and talking about their everyday lives.
4.6.2 Relatable
Participants agreed that people value bloggers’ point of view and personal opinions as
individuals like to connect and through blogs people feel that they connect with the
blogger. Also, all the interviewees commented that they interact with their followers by
answering comments or meeting them at events. This enhances the real factor, increases
engagement and makes people want to get to know bloggers better and continue
following what they are doing. In correlation to the literature, it is an active and interactive
channel which facilitates a two-way conversation that incorporates comments and
encourages followers (Technorati 2009; Harrison and Barthel 2009; Bresseel 2006). Also,
according to the literature, the active participation and initiative from followers is what
makes them attractive. This agrees with interviewee 5 who states that blogs are more
like a dialogue in which bloggers express what they think while followers can comment,
therefore it becomes a conversation. As stated by Belch and Belch (2011) through blogs,
marketers can build relationships, collaborate and learn from consumers in an interactive
manner.
4.6.3 Trustworthy
Respondents were asked within the questionnaire about their thoughts on the bloggers
honesty when reviewing and posting about a brand. This was an important consideration
within the research as it also arose in the literature as a key consideration.
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Figure 4.8 - Trust in Fashion Bloggers
The results confirm what the literature suggests; that transmitters who are considered a
credible source will increment the influence on receivers, as being credible involves being
perceived as trustworthy and reliable (Engel 1995; Pagett 2010; Wright 2006).
Interviewees were asked if they are honest with their readers and if they let them know
about their collaborations. Some of the comments are comprised below;
Participant 2 (L 213- 216)
“No matter how hard you try to be honest and give honest reviews if you have been sent something for free or you have been paid to give a review it is hard to be negative because you have been paid to do it.”
Participant 3 “Every time I work with a brand I mention it at the beginning of the post, I think that it is something good to do. I let the reader know that it is a collaboration and I explain why I have decided to do it.”
Participant 5 “We would say in our posts by courtesy of this brand and when we borrow stuff for our shoots we state that it has been borrowed.”
However, participant 3 also mentioned;
“I decided to stop collaborating with brands as I realized that I wasn’t being myself whenever I was doing it and I thought my followers would also notice it” (Participant 3)
Results indicate that bloggers want to be honest and remain themselves to the extent
that they will stop collaborating with brands if they feel they are losing their essence or
their followers could lose trust in them. Participant 3 expands on this point and mentions
49
that he would only recommend things that he likes and have been useful for him. The
bloggers interviewed care about their followers and want to be honest with them in order
to further and assure their trust. Despite most bloggers trying to be honest, and 76. 77%
of blog followers trust thinking they are trustworthy, followers also think that the
information is biased. Only 3.3% of blog reader respondents think that the information is
unbiased. This reinforces what participant 2 stated in relation to the brand collaboration
and reviews. Also supports the literature; bloggers were considered impartial individuals
however now people are aware that they are financed by companies and this can impact
their opinions. However, Wright (2006) declares that people’s trust will remain if bloggers
are honest and transparent about their brand collaborations.
As a conclusion, brands are collaborating and promoting their products through bloggers.
Therefore, it is a business and it is perceived by the readers even though, according to
the findings, as bloggers are genuine and sincere about them, readers rely on them,
deprived of damaging the effectiveness of the promotions.
Consumer Behaviour
After understanding the motivations of the society towards fashion blogs. The study
aimed to analyse the influence the bloggers have over readers. Therefore, survey
participants were asked about their consumer behaviour regarding fashion bloggers
reviews.
According to the results, 76% of respondents said that their consumer behaviour is
sometimes influenced by the fashion bloggers review. In addition, 14% stated that
bloggers’ reviews always influence their behaviour. Moreover, in order to gain a better
understanding of how consumer behaviour was influenced by fashion bloggers, survey
respondents were asked if they purchase what bloggers review and recommend.
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According to the results 70 out of the 100 respondents have at sometime purchased
something recommended by a fashion blogger.
This confirms that bloggers are able to persuade readers with their recommendations. In
accordance to the literature, Wilkinson (2013) indicates that brands are aware of bloggers’
influence over consumers purchase decisions and brands exposure.
Furthermore, in order to measure brand exposure through fashion blogs, the survey
question below was conducted.
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32
10
7 3
Have fashion bloggers made you aware of brands that were previously unknown to you?
Strongly agree Somewhat agree
Neither agree or disagree Somewhat disagree
Disagree
Figure 4.9 - Purchasing Behaviour
Figure 4.10 - Brand Awareness
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Findings show that 53% of the survey respondents agree that they have discovered new
brands that were previously unknown to them through fashion blogs, also 32% strongly
agree with the statement.
In consonance with these findings, participant 5 mentioned;
“It can have an impact because I know some people have said to us that we have introduced them to brands they don’t normally see, so it is getting exposure.” (Participant 5)
Therefore, its is not only suggested by literature but also by blog readers and bloggers
that bloggers recommendations and brand views augment a brands’ exposure and affect
consumer behaviours following a purchase.
The Future of Individual Fashion Blogs
All participants interviewed agreed that there is a future for blogs and they will not
disappear. Interviewee 4 said that blogs are like the trends and right now they are peaking
supporting participants 2 and 3 who said that, in recent years, blogs have become
mainstream and that they are at their peak respectively. These findings confirm what the
literature suggests; fashion blogs have become crucial elements in the field of fashion
(Rocamora 2011).
Moreover, participant 2 suggested that blogs will continue to grow unlike participant 3
who stated that blogs will not be as big in the coming years as they are now.
Furthermore, all interviewees agreed that blogs will evolve, however, their suggestions
and testimonies on how do not concur in all the cases. Participants 1 stated that it will
continue to evolve although it will not change much additionally, he said that a big network
that everyone trusts will emerge. Participant 3 said that blogs will lose popularity as new
trends will crop up.
Accordingly, participant 6 said:
52
“I think there is a future for blogs but I think rather than being a few really large influencers it is going to spread out much more and become much more of a network of smaller bloggers and a more community sense” (Participant 6)
Interviewee 5 also said that blogs started as personal journals and have evolved until
what we have nowadays, therefore they will continue changing and evolving. The results
show how fashion blogs will continue, however, its future is controversial and unknown.
Summary
Results from this study show that brands are appreciating the use of blogs as marketing
platforms thus neglecting the effectiveness of traditional media. The popularity of fashion
blogs is increasing particularly through the generation Y. Moreover, findings show that
individual fashion bloggers are trusted by readers due to their honesty, reliability and
transparency. Survey respondents claim that they are able to relate to the bloggers which
enables fashion blogs to be successful promotional channels and thus, have an impact
on consumer behaviour.
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Chapter 5 : Conclusions and Recommendations
Overview
This chapter will present the conclusions regarding the research topic and in relation to
the aim and objectives, evaluating the findings from the research. Further
recommendations will be also provided, concerning any additional research of related
nature.
The aim of this study has been to explore the effectiveness of fashion blogs as marketing
tools and their impact on consumer behaviour. This study has been carried out by
reviewing the existing literature available on the blogging phenomenon and its connection
to the marketing industry.
The study was carried out by approaching a mixed method strategy; conducting semi-
structured interviews with five individual fashion bloggers and a marketing expert
followed by a survey targeting blog readers to detect any possible connection between
theory and practice.
The sample of the survey remained with 100 respondents which allows for a deeper
understanding of consumer behaviour in relation to fashion blogs. Also, the knowledge
of the fashion bloggers interviewed and their personal experiences were invaluable to
this study.
54
Findings
This study has outlined what has been highlighted in publications on the subject;
technological developments have introduced changes to the way people interact and
have also revolutionized the marketing scenario (Nail 2005; Rashtchy et al. 2007).
Although blogs, particularly fashion blogs are a relatively new phenomenon, each
participant, in accordance to the literature, have suggested that they have transformed
the fashion and marketing industry (Huage 2006).
A number of conclusions and key themes were identified throughout the study; these are
as followed:
• Fashion blogs have influenced the effectiveness of traditional media channels,
particularly fashion magazines.
The survey has shown the key reasons for a demand of a more informal and interactive
marketing technique. Respondents prefer to read a review about a product made by a
non-professional consumer, as they find these more credible, authentic, trustworthy and
relatable. Moreover, the questionnaire has shown that people are looking for more
accessible, informal and non-expensive channels. People want to have access to the
most current fashion information anytime anywhere, and they have found it in fashion
blogs.
• Blogging is facing tremendous competition with the appearance of social networks,
especially with Instagram (Rossi 2014).
Although according to the findings fashion blogs are more successful than traditional
channels, the study results show that emergent social media are causing a wider impact
on consumers. Results from both the interviews with bloggers and the survey answers
show that Instagram is the platform which people interested in fashion are relying on the
55
most. People are looking for a fast way to look at images and that is what Instagram has
to offer. This shows how people are becoming very demanding and visual and how
Instagram is becoming the most successful tool in the Fashion industry. Therefore,
decreasing the popularity and the effectiveness of Fashion Blogs.
• It is difficult to measure the effectiveness of Fashion Blogs as marketing tools.
Firstly, results show that it is hard for brands to chose the most suitable blog for their
marketing campaign when they lack information, data and figures in relation to their visits
traffic and subscribers. Also, this information can be biased as nowadays followers can
be bought. Interviewees stated that in order for a promotion to be successful a
relationship between the brand and the blogger has to be established, moreover, brands
have to understand the blogger and be clear about the promotion.
• Bloggers have a real impact on consumer behaviour and purchase intentions.
The study shows that bloggers have a high effect on consumer behaviour and the key
reason for it is because readers relate to the bloggers. The bloggers are perceived as
normal people expressing their honest opinions thus, people trust them and consider
them idols and also their friends, introducing the reader into their lives. Also, readers are
able to communicate with the bloggers, having a two-way conversation thus relating and
trusting to a higher degree the information emitted through bloggers.
• Fashion blogs will continue to exist although they will evolve.
Findings have proven that blogs will not disappear, but they will evolve. All the bloggers
interviewed were supported by local communities therefore, as one of the participants
stated, blogs could spread out until becoming a network of smaller bloggers supported
by local communities.
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Limitations
The researcher identified a limitation which not only diminished the quality of the data
collection and thus the whole study but also questioned the essence of the blogging
phenomenon. Individual fashion bloggers claim to be approachable and encouraging
readers to contact them. Therefore, the researcher underestimated the limited
accessibility of fashion bloggers. The researcher sent thirty emails, however, only
received a few responses thus complicating the qualitative data collection and
questioning the approachability and accessibility of fashion bloggers.
Due to these circumstances, the study adopted a snowball sampling strategy which
allowed the researcher to interview fashion bloggers through two local communities:
Scottish Fashion Bloggers and Edinburgh Bloggers.
Recommendations
Having formerly recognized the research limitations, combined with the results of this
research some future recommendations materialized for further studies on the subject
and for marketers and bloggers usage of blogs as marketing platforms.
Firstly, some recommendations will be suggested for the industry:
• Bloggers should be honest and transparent about their reviews and
recommendations in order to build trust from the readers and therefore, bring
about effective promotions.
• The blogger should also create a niche blog with specific content. This will allow
promotions to be more successful by reaching a more targeted audience and
having a higher impact on their consumer behaviour.
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• Brands should understand and build a relation with the bloggers. Further, look at
the blog’s content and blogger interaction with readers rather than at the number
of followers. Moreover, it would be recommendable for brands and marketers to
consider the blog views rather than the number of followers as people tend to
read blogs but not necessarily follow them.
• Finally, it would be a good idea for bloggers to join local communities, which will
increase their exposure and accessibility from readers, brands and also
marketing agencies.
For future research, a larger sample size of both Fashion Bloggers and Fashion Blog
readers would increase the area of knowledge available to the study. Further research
would benefit from analysing available fashion blogs. It would also be useful to conduct
interviews to bloggers from a wider location area and fashion bloggers with a broader
deployment of followers. It would be wise to carry out a more analytical survey in further
studies, with more in-depth questions and wider answer options. It would be also
interesting to conduct a study promoting the same brand through both fashion blog
platforms and traditional printed media and contrast the effectiveness. Finally, it would
be interesting for a further study to analyse the brands’ perspectives of the phenomenon
in relation to marketing and its effectiveness through it, as this study is a three-way
strategy it will be interesting to analyse the marketing promotions from a more business-
oriented point of view.
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Appendices Appendix A
APPLICATION FOR ETHICAL APPROVAL FOR A RESEARCH PROJECT This is an application form for ethical approval to undertake a piece of research. Ethical approval must be gained for any piece of research to be undertaken by any student or member of staff of QMU. Approval must also be gained by any external researcher who wishes to use Queen Margaret students or staff as participants in their research. Please note, before any requests for volunteers can be distributed, through the moderator service, or externally, this form MUST be submitted (completed, with signatures) to the Secretary to the Research Ethics Panel. You should read QMU’s chapter on “Research Ethics: Regulations, Procedures, and Guidelines” before completing the form. This is available at:
http://www.qmu.ac.uk/quality/rs/default.htm
Hard copies are available from the Secretary to the Research Ethics Panel. The completed form should be typed rather than handwritten. Electronic signatures should be used and the form should be submitted electronically wherever possible. Applicant details 1. Researcher’s name:
2. Matriculation Number (where applicable): 3. Researcher’s contact QMU email address: @qmu.ac.uk
4. Tell us which course you are on:
Business Management
5. Tell us which School Division you are in:
Business Enterprise and Management
6. Name of Supervisor: 7. Title of research project:
8. Expected start date of your PRIMARY RESEARCH: Monday, 05 January 2015 9. Expected end date of your PRIMARY RESEARCH: Tuesday, 31 March 2015
10. Please detail the aims and objectives of this study. What is your dissertation Aim? Analyse to what extends individual bloggers are influencing consumer behaviours and their effectiveness as digital marketing promotion platforms.
What are your dissertation Objectives?
1. Identifyandaddressblogandbloggersrolesasacurrentdigitalmarketingtool.
2. Evaluatetheimpactandbenefitsofblogpoststowardsbrandnamesandexaminethekeyfactorsofasuccessfulcampaignmadetroughanindividualblogger.
3. Criticallyexplorethefutureofindividualblogsanditsinfluenceonsocietyconsumptionbehaviourtrendsandimplications.
11. Briefly outline the nature of the research and the methods and procedures to be
used. In order to address and understand the research problem a mix method approach will be developed. Both qualitative and quantitative methods will be used to obtain richer results about the investigation. Quantitative Both online and one to one surveys will be implemented. This will be developed with a special focus on blog followers in order to gain a better understanding of their uses and perceptions of the digital marketing tool. The online survey will be posted on blog pages and social media networks in order to reach a broader an more specific targer. Moreover, the one to one survey will be done through groups that are actively engaged with social media and blogs to gain a more extensive feedback from them. Both surveys will have a multiple design answers so participants have a broader and more specific response capacity.
Qualitative An informal, semi structured interview technique will be adopted in which the focus will be on the interviewee and not on the interviewer. The interview will be based on an “interview guide” however the interview might take different trajectories depending on the interviewer responses.
Quantitative In order to reach a selective target to respond the online survey, this will be posted on actual blog pages, in the comments section so the subscribers can see it and answer to it. Then it will be also posted in social media pages such as Facebook and more specifically in groups such as: R Bloggers, Fashion Bloggers or Bloggers Community. Moreover the one to one surveys will be conducted through people that are actively engaged with blogs. This will be done by asking people that follow bloggers to answer the survey. Qualitative The interviews will be focused on individual bloggers. I will be communicating with some bloggers thanks to my network contacts that will facilitate me the blogger details. Then I will also contact some bloggers in Edinburgh by doing some research and emailing them to meet for an interview. st
13. Will anyone except the named researchers have access to the data collected?
Please indicate as appropriate. Yes ☐ No ☒ 14. Please read the following data protection statement and tick that you have read and
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I affirm that the research I will undertake will meet the requirements of the policy outlined above. I agree that I will not submit any research that has breached this policy. (please tick) ☐ 18. Please give details of how participants will be recruited: Quantitative In order to reach a selective target to respond the online survey, this will be posted on actual blog pages, in the comments section so the subscribers can see it and answer to it. Then it will be also posted in social media pages such as Facebook and more specifically in groups such as: R Bloggers, Fashion Bloggers or Bloggers Community. Moreover the one to one surveys will be conducted through people that are actively engaged with blogs. This will be done by asking people that follow bloggers to answer the survey. Qualitative The interviews will be focused on individual bloggers. I will be communicating with some bloggers thanks to my network contacts that will facilitate me the blogger details. Then I will also contact some bloggers in Edinburgh by doing some research and emailing them to meet for an interview.
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Appendix B
Interview questions
1. When did you start your fashion blog and what motivated you to do it?
2. How many followers do you have?
3. Have you experienced and increase in the number of your followers in the past couple of years? Can you provide examples of how bloggers increase their number of subscribers? (E.g.: Giveaways)
4. Do you consider the number of your followers to be a representation of
your blog success? Is the number of followers what marketers/ PRs and firms look at in order to work with bloggers or are there other factor that influence this decision?
5. Do you have other social media channels (E.g.: Twitter, Facebook,
Instagram) Which one presents the highest amount of followers?
6. Do you consider that these channels increase the awareness of you blog?
7. Do you think that these other social media networks and microblogs (such as Twitter) will take over blogs? If yes, why?
8. What do you consider to be the success of your blog? What do you think
that people expects and is looking for in your blog?
9. How do you differentiate your blog from other blogs? (E.g: Specific topics, the photographs, the collaborations, yourself)
10. Do you consider that your blog has evolved from a personal diary to a
business? Did you start it as a hobby? Is it still? If yes, could it become your main job?
11. Do you collaborate with brands? E.g.: By doing brand reviews,
collaborations, events.
12. Can you provide and example of a brand you are working or have worked with? What sort of activities/posts do you develop in order to promote this brand?
13. How do you and the brands working with you measure the effectiveness
of these promotions? Can you provide an example of an effective and non-effective promotion?
14. Do you think that companies should embrace new communication
channels such as individual blogs? • Do you think that companies which are not using and integrating new
communication channels to their marketing strategies will be missing out?
• Do you think that consumers are expecting it? • However, do you think that through external blogs companies lose
control over their promotion? (As bloggers could post positive and negative reviews)
15. Do you let your followers know about your collaborations? Do you consider
it crucial to be honest with them in order to generate trust?
16. Do you consider followers trust a key element in the success of a fashion blog? Why?
17. How do you interact with your followers? E.g.: answering comments,
arranging events to meet them. • Do you consider this interaction valuable for you? (in order to get feedback,
improve…) • Do you think that this interaction and approachability is also valuable for
the readers? Why? • Do you think that one of the key factor for the success of new
communication tools (such as blogs) is that now consumers become active users rather than passive receivers? Why do you think that consumers like about that?
18. Do you consider that fashion blogs are also changing the fashion industry?
19. What do you think of fashion blogs as marketing tools? Do you think they
are effective?
20. Do you think that fashion blogs have an impact on consumer behaviour? From your point of view and experienced are fashion bloggers able to persuade the readers?
21. Do you consider traditional communication channels (TV adverts,
magazines) less effective in comparison to innovative communication tool? Have you experienced it, how?
22. Do you think that fashion blogs have a proficient future or it is just a
transient trend, as now consumers have a wider option of communication tools?
Appendix C
Transcript 2 Jen: Edinburgh Blogger
1. When did you start your fashion blog and what motivated you to do it? 1I started it December 2014. Do it hasn’t been going that long… What was my 2motivation? Same as everyone else I bet. I read blogs and I though why not do it 3for myself? It is not much of a story relay, behind that. 4
52. How many followers do you have? 6
Mine is a funny one. Because my followers are a lot less than my actual visitors. 7On bloglovin’ I have 270 but my average of visitor a month its about 5.000. So it 8doesn’t quite collide because I think that people come to the blog but don’t follow 9it. 10
113. Have you experience an increment in the number of followers in the past 12
couple of years? Well… you just started it, but has it been a constant 13increment? 14No, when I first started it and I first got the bloglovin’ which is a following app I 15really did push it and I got like a sudden increase I went up to about a 100 within 16my first month just because I keep tweeting out “follow me on this” and then nothing 17happen for a few months and then I got another whisper and then just recently I 18have got another whisper so it seems kind of… I don’t know what makes it happen. 19
204. Can you provide an example of how bloggers increase their number of 21
subscribers? Obviously Twitter is one way… Can you provide more 22examples? 23It is a really hard thing to do. I would say… Twitter is really helpful, because you 24don’t have to follow someone on twitter to see one of their twits because you used 25the hashtag and things that really helps. Facebook seems to drive a lot of traffic, I 26have got a few followers on my Fb page, I have no idea of how that happens though 27because I started a Fb page I did not really know how to get people to like the Fb 28
page but that seems to have… because my friends have liked it and then its on 29their sort of profile on Fb. So that seems to help and Instagram is a really big one. 30
315. Do you think that the number of followers is a representation of the blog’s 32
success? And do you think that it is what marketers are looking for in order 33to work with them? 34Me personally, I don’t think that my followers represent my success. Because if 35you look into my actual stats (Google Stats) my visitors are much higher than then 36followers would represent. 37
386. But do you think that it is just a number? And that it doesn’t matter? Because 39
what actually matters are maybe the visits? 40Personally I think that page views and visits, so how many people have come into 41the blog that month, that is what I count. But I think if you work with PRs they want 42the followers. 43
44Do you have other social media channels? Obviously you have Facebook, Twitter, 45Instagram… 46There is a Google+ but I don’t do much with that, Pinterest, that is big one actually. 47
487. Which one has the highest number of followers? 49
It will be my Twitters. 50 51
8. Do you consider that this channels increase the awareness of your blog? 52Yes. 53
549. But do you think that these networks increase the awareness? For example, 55
your twitter has more followers than the blog…So would you consider that 56your twitter your main channel? 57I don’t know actually… because I use Twitter to promote my blog so I am always 58Twitting links and things and telling people to go to my blog, which is probably 59where I get most of my traffic. Maybe I should count my Twitter followers as blog 60followers. I just count Bloglovin’. You have got me thinking about it… 61
62Because you can be a blogger and be just on Instagram, just by having instagram 63And there will be people who follow just one… Because I follow maybe I just follow 64their Instagram, because I like the pictures. 65
6610. And there are others just on YouTube… do you have a YouTube channel? 67
I have one but I have never uploaded. Claim the channel but still 68 69
11. Do you think that these social media channels and microblogs will take over 70blogs? 71I think they might actually. Which is kind of sad in a way. I think Instagram is 72heading that way and that is taking over particularly fashion blogging. Because 73fashion blogging was about the images and Instagram is a fast way to look to 74images. When you write a fashion post there is not really much to write rather than, 75I put this outfit on and this is what I am wearing. So I do think that in terms of 76fashion blog, Instagram will take over but it is quite sad because the thing about a 77blog its that you can write whatever you want and It is I don’t know... it will be quite 78sad to see blogs disappearing… I don’t think they will disappear actually. 79
80
12. Not in the next years but in the future? 81But in the recent years but there will be something else, something new will come 82in. 83
8413. What do you consider to be success of your blog? And what do you think 85
that people expects and looks for in your blog? 86In terms of success, people actually read it. Which its such a nice thing. When I 87first started it I did not expect anyone to ever click on because it is just me rambling 88on nonsense most of the time. So the fact that people read and comment always 89makes you feel like you have achieved something. That someone has read it and 90taken the time to write a wee message to you, that is always nice, it’s a simple 91thing, not really numbers and such, that there its actually somebody there. 92
9314. So the success could come because you write in a different way or because 94
you post something that people is interested in…? 95Yes, I suppose because if someone comments it means that the post has sort of 96resonated on them somehow. Which I would see as a success, makes a post a 97success. 98
9915. How do you differentiate your blog? Is it more specific than other blogs, is 100
the quality of the images…? 101My blog has become very niche in the last few months. When I first started it I did 102what everyone else does I posted about fashion, beauty, lifestyle, anything I could 103think about putting on a blog and then in about October time last year I decided to 104pin in down to more of a fashion focus, I started using a cupso wardrobe myself so 105I started blogging about that and that became the focus on my blog. It was just 106kind of talking about my minimal wardrobe and how I am getting on with that, that 107is what I would see it being different form any other blog. 108
10916. Do you consider that your blog has evolved form a personal diary to more 110
like a business kind of think? 111Yes, as I said my change happened last October when I just changed the way I 112though about my blogging and it became a bit more focused and a bit more niche 113so I suppose you could look at it more like a business rather than just a blog. 114
11517. Do you think that all the blogger starts like… oh I am going to write a 116
personal diary? Or you always have in mind when you started it that you it 117to become a career? 118I think most of us do. I do not know if I want it to become my career or not, it is one 119of those things, I would like it to earn some money and become sustainable as a 120blog rather than me just putting everything into it but I have a career. I think that I 121might be in a different point of view, I am slightly older than most bloggers so I was 122stablished in my career before I started my blog so I don’t see the blog as 123something that comes in ad it is going to change that. 124
12518. For you it could be just a hobby? 126
Yes. 127 128
19. Do you collaborate with brands? By doing reviews, collaborations? 129Yes, I have done a few. 130
131
20. Could you provide an example of a brand working with you? What sort of 132activities, posts do you develop in order to promote the brand? 133Recently, I have worked with rainbow shoes and what we did it was, there was and 134outfit style that they wanted, so they wanted to show their shoes in an outfit. And 135they sent me a set of shoes and I’ve got to pick my shoes and I picked everything 136I wanted and then styled up an outfit and posted it. It is a really simple collaboration. 137
13821. And you posted it on the blog? 139
On the blog and then along with that because when ever I post on the blog it goes 140o twitter, it goes on Facebook, and I did put an image of the shoes on Instagram 141as well. 142
14322. How do you and the brands working with you measure the effectiveness of 144
these promotions? Can you provide an example of an effective and non 145effective promotion? 146I don’t know how the brands… the brands tent to be researched to me so I 147obviously think that the brands might have found my blog from which ever way and 148decided to come to me. I know there are blogging programs from where you have 149to apply and give all your stats, proof that you are suitable. But I don’t really do that 150because I have other things to write about I am not desperately looking for 151collaborations. So it is really hard to find how it was affective or not. You can see 152how many people have come into the blog, with your analytics you can see how 153many people have clicked on the post and how many people read it, how long they 154have been on. So you can really drill it down. 155
15623. Have you been involved in any non effective collaboration? So a brand 157
collaborated with you just in one occasion? 158It has never happened like that, I think it is because when people contact (it tends 159to be PRs) so they tend to work with a few different brands so you get the contact 160through the PR and then if they like working with you they would like to work with 161you again and things like that. I suppose when I first started I signed up to these 162blogging companies that I just mention I don’t work with them anymore because 163that it what I thought you had to do In order to get brands to send you stuff so you 164could review it, and I did get some rubbish sent to me, which I didn’t want to review, 165which it is why I stopped working with them because I though it was just a waste 166of time. 167
16824. So you said no because you did not like the products? 169
It is not just not liking the product, maybe it was not a good fit, I think the products, 170and now that I am a wee bit more stablished I want the product to reflect me and 171my blog I am not going to take just anything because I might not fit and my readers 172might not be interested on it. If I am not interested they might be probably not. 173
17425. Do you think that companies should embrace new communication channels 175
such as individual blogs and do you think that consumers are expecting it 176from brands to it? 177I think so, I think they definitely should. Personally, I read blogs and I get inspiration 178from blogs so if I see a blogger wearing something I might want to go and buy that 179product. If I see an outfit I might want to buy something. Beauty product I definitely 180value the opinion of bloggers and I google pretty much every new face cream that 181I am going to buy and I check blog reviews and things. 182
183
26. Do you led your followers know about your collaborations? 184Yes, I always put in the blog whether I have been sent something. When ever it it 185a collaboration. 186
18727. Do you consider it crucial to be honest with them in order to generate trust? 188
Yes, because I said I am a blog reader and I want to know, I value the opinion of 189bloggers so I would definitely like to know if someone is working with a brand 190because weather you, no matter how ward you try to be honest and give honest 191reviews if you have been sent something for free or you have been paid to give a 192review it is hard to be negative because you have been paid to do it. You, kind of 193need to way that up. 194
19528. Do you consider followers trust a key element in the success of your blog? 196
I would say so, you would not go back a blog if you lost trust on the blogger. So if 197you felts about bloggers lost, non response post and said everything was amazing 198you wouldn’t be hesitant to go back and read another review or check the blog 199again. 200
20129. Or just not saying that it is a collaboration? 202
I think you can tell, whether it is something that has just been generated by the 203blogger or whatever company its been involve. 204
20530. How do you interact with your bloggers? Answering comments, arranging 206
events to meet them? 207Answering the comments, if anyone twits me I will always respond as much as I 208can, I respond to email I get sent just kind of communicating back. I suppose that 209the twits I send out are a way of interacting. 210
21131. And do you consider that this interaction is valuable for you in order to get 212
feedback in order to improve you blog and also for the readers? 213Yes, it would be. It is useful. I love getting comments and I will respond to every 214single comment I get because I think it is really important if someone its taking the 215time of their day to write to you it takes two minutes to write thank you, and respond 216to what they have said. So I always try to do that. 217
218 219
32. Do you think that the reader like to be active users? 220I think so but I think that the most active ones tend to have their own blogs so 221maybe they understand it a little bit better, but that doesn’t really matter as long as 222someone is interacting you are engaging with them. 223
22433. What do you think about fashion blogs as marketing tools? Do you think 225
they are effective? 226I do, as I have said before I have bought things because I have seen them on a 227fashion blogger, I have gone and seen something that I have seen on a fashion 228blogger or they made me aware of brands that I don’t necessarily know about. So 229I wouldn’t have made those purchases or checked out those brands if it would have 230been for the fashion blogger. And I think that that Is the same for a lot of people 231who read blogs. 232
23334. Do you consider traditional communication channels such as adverts or 234
magazines les s effective in comparison to innovative communication tools? 235
It depends on what you are trying to communicate I suppose. I Would look at an 236outfit that a fashion blogger has got on and because they have listed what they 237wear and they have links to sites I am maybe more likely to click whereas if I saw 238someone on TV with a nice outfit I have no way of finding out what are they wearing, 239where they things come from. So I suppose in that sense fashion blogger would 240be better but that doesn’t mean that TV is not useful. I value bloggers opinion better 241than a TV advert. What the TV advert might do its make me go and google the 242product which then will take me to the blog and I would read about it. So it is about 243both a bit of a combination. But yes in terms of trust and opinion I would go for the 244blogger over advert. 245
246 247
35. Do you think that there is a future for fashion blogs or is it more like a trend? 248I think that there is a future, I think that it is only recent that it has become sort of 249main stream and people is aware of fashion blogs but it has been around for years, 250people have been posting blogs for a long time and I think that its now because 251people has started to make careers out of them that has become really mainstream. 252But I think that it going to grow. I can’t see it dying out. It might change, move from 253the traditional blog website to something else. I think it will exist. 254
255 256
36. When did Edinburgh bloggers start and what motivated you to join? 257Edinburgh bloggers has been going since 2014. I became aware of if at the 258beginning of the year last year just because I had my blog and I was king of 259googling to find local bloggers and I think I stumbled on an Edinburgh blogger 260website and she had mention them and it is a fb group so I clicked and then there 261were a couple of events that I went along to and met everyone and then just as 262you get invited to events it is the same group of people. Edinburgh is a small city. 263So then I joined the team in august. I manage the blog and there is four of us in 264total. Me who does the blog, Emily who does the social media the Twitter and the 265Facebook, Veronica does the YouTube and Soultana does all the events and she 266organises the events. 267What is Edinburgh Bloggers about? Aims 268Edinburgh bloggers is a community and that is what it is about, it not creating a 269successful blog it is about having a community and a successful community. So it 270sarted with the Facebook group and there is a Twitter which we retweet Edinburg 271bloggers and if there is someone who shared the link and used the hashtag we will 272retweet that to help to promote their blogs and same with Instagram we share 273peoples images. But the facebook group is kind of the busiest part of it. And it Is 274kind of chat really, we talk about events that are coming up, people might have 275hear about something, share it. All about kind of sharing. Mostly events, because 276people want to go to events, because people know about blogging events and they 277really want to attend them so onve we know about events because we tend to get 278invited to a lot of them we can share them. 279
28037. Have you experienced an increment on the number of bloggers joining 281
Edinburgh bloggers? 282It a steady sort of increase, seems to go up and up and up. 283
28438. How big is the community now in Edinburgh? 285
I think that the fb group have about 600 people liked it and the twitter which is our 286biggest source I think it has 2000 followers. 287
28839. So do you consider this community useful to promote all the local blogs and 289
to make them more visible? 290I think that joining Edinburgh bloggers helped my blog and because I started going 291to events that I had seen on the fb group and then eventually people got to know 292me and started writing to me, I have got the emails myself it helped me getting me 293stablished within Edinburgh as a blogger. So I hope does the same for other 294bloggers? 295
29640. Do think that brands would also contact Edinburg bloggers? 297
It depends may brands would contact Edinburgh bloggers directly because they 298know that we support the community and we can spread out the information and 299then you also get brands who contact bloggers directly but normally it is because 300you have become stablished within the community. 301
30241. Are there any promotions done through Edinburgh bloggers? 303
Not really in the same sense as with the blogs but a promotion would be… recently 304we worked with a local restaurant which was introducing the new menu so we 305shared the press release on our blog and spoke about it on our fb page but doesn’t 306happened really. It is about supporting the community. If we take pay work.307
308
Appendix D
Fashion blogs reader’s consumer behaviour: 10 Questions and Answers Q1. What is your age?
16-20
Q2. How many fashion bloggers do you follow?
5-10
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
Other (please specify) Eg: Instagram, Facebook, Twitter, YouTube, Snapchat Instagram, YouTube, Snapchat
Q4. Why do you follow fashion bloggers?
Other (please specify): Love their style and lifestyle
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Strongly agree
Q6. Do you purchase what bloggers recommend and review?
No,never
Q7. How often do you review brands online prior a purchase?
Not often
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
No
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
Yes
Comments: It just seems more genuine
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
Yes, sometimes
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Somewhat agree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Honest and biased
Q13. What makes fashion bloggers attractive in order to follow them?
Their personal everyday lives
Respondent 2
Q1. What is your age?
21-25
Q2. How many fashion bloggers do you follow?
1-5
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
Other (please specify) Ej: Instagram, Facebook, Twitter, YouTube, Snapchat Instagram
Q4. Why do you follow fashion bloggers?
To gain fashion, lifestyle and beauty tips
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Somewhat agree
Q6. Do you purchase what bloggers recommend and review?
Yes, sometimes
Q7. How often do you review brands online prior a purchase?
Sometimes
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
Yes, sometimes
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
Yes
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
Yes, almost always/always
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Somewhat disagree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Honest and biased
Q13. What makes fashion bloggers attractive in order to follow them?
I am interested in what they say/ recommend
Their personal everyday lives
They are inexpensive
Respondent 3
Q1. What is your age?
21-25
Q2. How many fashion bloggers do you follow?
20+
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
Other (please specify) Ej: Instagram, Facebook, Twitter, YouTube, Snapchat Instagram and Facebook
Q4. Why do you follow fashion bloggers?
To keep updated with the latest fashion trends
To gain fashion, lifestyle and beauty tips
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Strongly agree
Q6. Do you purchase what bloggers recommend and review?
Yes, sometimes
Q7. How often do you review brands online prior a purchase?
Sometimes
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
Yes, almost always
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
Yes
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
Yes, sometimes
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Somewhat agree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Honest and biased
Q13. What makes fashion bloggers attractive in order to follow them?
Their personal everyday lives
How easy is to have access to them
Respondent 4
Q1. What is your age?
36+
Q2. How many fashion bloggers do you follow?
20+
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
Other (please specify) Ej: Instagram, Facebook, Twitter, YouTube, Snapchat Instagram, Facebook, YouTube
Q4. Why do you follow fashion bloggers?
To gain fashion, lifestyle and beauty tips
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Strongly agree
Q6. Do you purchase what bloggers recommend and review?
Yes, sometimes
Q7. How often do you review brands online prior a purchase?
Usually
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
Yes, sometimes
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
Yes
Comments: Feels more real reading a magazine. I don't think that magazines are real life, blogs are relatable
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
Yes, almost always/always
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Somewhat agree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Honest and biased
Q13. What makes fashion bloggers attractive in order to follow them?
Other (please specify): How relatable they are. How friendly they seem. Honesty. Doing it because they love it more than as a job.
Respondent 5
Q1. What is your age?
21-25
Q2. How many fashion bloggers do you follow?
1-5
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
Other (please specify) Ej: Instagram, Facebook, Twitter, YouTube, Snapchat Instagram, Twitter, Youtube
Q4. Why do you follow fashion bloggers?
To keep updated with the latest fashion trends
To discover new brands and retailers
Q4. Why do you follow fashion bloggers?
To gain fashion, lifestyle and beauty tips
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Somewhat agree
Q6. Do you purchase what bloggers recommend and review?
Yes, sometimes
Q7. How often do you review brands online prior a purchase?
Sometimes
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
Yes, sometimes
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
Yes
Comments: It is more interesting to read real people's opinions and ideas.
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
Yes, almost always/always
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Somewhat agree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Honest and biased
Q13. What makes fashion bloggers attractive in order to follow them?
I am interested in what they say/ recommend
Their approachability
Their personal everyday lives
How easy is to have access to them
They are inexpensive
Respondent 6
Q1. What is your age?
21-25
Q2. How many fashion bloggers do you follow?
5-10
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
Other (please specify) Ej: Instagram, Facebook, Twitter, YouTube, Snapchat Facebook
Q4. Why do you follow fashion bloggers?
To keep updated with the latest fashion trends
To gain fashion, lifestyle and beauty tips
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Strongly agree
Q6. Do you purchase what bloggers recommend and review?
Yes, sometimes
Q7. How often do you review brands online prior a purchase?
Sometimes
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
Yes, sometimes
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
Yes
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
Yes, almost always/always
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Somewhat agree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Honest and biased
Q13. What makes fashion bloggers attractive in order to follow them?
I am interested in what they say/ recommend
Their approachability
Respondent 7
Q1. What is your age?
21-25
Q2. How many fashion bloggers do you follow?
1-5
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
No
Q4. Why do you follow fashion bloggers?
To discover new brands and retailers
To gain fashion, lifestyle and beauty tips
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Somewhat disagree
Q6. Do you purchase what bloggers recommend and review?
No,never
Q7. How often do you review brands online prior a purchase?
Not often
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
No
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
No
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
No
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Neither agree or disagree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Not honest
Q13. What makes fashion bloggers attractive in order to follow them?
How easy is to have access to them
They are inexpensive
Respondent 8
Q1. What is your age?
21-25
Q2. How many fashion bloggers do you follow?
20+
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
Other (please specify) Ej: Instagram, Facebook, Twitter, YouTube, Snapchat Insta, Twiiter, youtube
Q4. Why do you follow fashion bloggers?
To keep updated with the latest fashion trends
To discover new brands and retailers
To gain fashion, lifestyle and beauty tips
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Somewhat agree
Q6. Do you purchase what bloggers recommend and review?
Yes, sometimes
Q7. How often do you review brands online prior a purchase?
Usually
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
Yes, sometimes
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
Yes
Comments: It feel that the earn aspect of this media is more trustworthy
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
Yes, almost always/always
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Somewhat agree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Honest and biased
Q13. What makes fashion bloggers attractive in order to follow them?
I am interested in what they say/ recommend
Their approachability
Their personal everyday lives
Respondent 9
Q1. What is your age?
31-35
Q2. How many fashion bloggers do you follow?
10-15
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
Other (please specify) Ej: Instagram, Facebook, Twitter, YouTube, Snapchat Insagram, Twitter, YouTbe
Q4. Why do you follow fashion bloggers?
To keep updated with the latest fashion trends
To discover new brands and retailers
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Somewhat agree
Q6. Do you purchase what bloggers recommend and review?
Yes, sometimes
Q7. How often do you review brands online prior a purchase?
Usually
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
Yes, sometimes
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
No
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
Yes, sometimes
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Somewhat agree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Honest and biased
Q13. What makes fashion bloggers attractive in order to follow them?
Their approachability
Q13. What makes fashion bloggers attractive in order to follow them?
Their personal everyday lives
Respondent 10
Q1. What is your age?
21-25
Q2. How many fashion bloggers do you follow?
20+
Q3. Do you follow fashion bloggers through other social media channels? If yes, which ones?
Other (please specify) Ej: Instagram, Facebook, Twitter, YouTube, Snapchat Instagram snapchat Facebook
Q4. Why do you follow fashion bloggers?
To keep updated with the latest fashion trends
To discover new brands and retailers
To gain fashion, lifestyle and beauty tips
Q5. Have fashion bloggers made you aware of brands that were previously unknown to you?
Strongly agree
Q6. Do you purchase what bloggers recommend and review?
Yes, sometimes
Q7. How often do you review brands online prior a purchase?
Usually
Q8. Do you think that fashion blogger's product/brand review influence your consumer behaviour?
Yes, sometimes
Q9. Would you prefer to read a blog post rather than a fashion magazine article?
Yes
Q10. Would you trust more a recommendation made by a fashion blogger than by a traditional channel? (such as: TV advertisement, radio, magazine)
Yes, almost always/always
Q11. Do you agree or disagree with the following statement: Fashion bloggers are a credible source of information in terms of fashion/beauty knowledge and expertise?
Somewhat agree
Q12. Do you think that fashion bloggers are honest about their recommendations?
Honest and biased
Q13. What makes fashion bloggers attractive in order to follow them?
Their approachability
Their personal everyday lives
How easy is to have access to them
They are inexpensive
Appendix E
ConsentForm "An examination into the effectiveness of individual fashion bloggers as digital marketing
tools and their influence on consumer behaviours" I have read and understood the information sheet and this consent form. I have had an opportunity to ask questions about my participation. I understand that I am under no obligation to take part in this study. I understand that I have the right to withdraw from this study at any stage without giving any reason. I agree to participate in this study. Name of participant: _____________________________________ Signature of participant: _____________________________________ Signature of researcher: _____________________________________ Date: _________________ Contact details of the researcher Name of researcher: Irene Zurinaga Address: Undergraduate Student, Business Management, School
of Arts, Enterprise and Management Queen Margaret University, Edinburgh
Queen Margaret University Drive Musselburgh East Lothian EH21 6UU
Email / Telephone: [email protected] / 0131 474 0000
Appendix F
InformationSheetforPotentialParticipants My name is Irene Zurinaga and I am an undergraduate student from the School of Arts, Enterprise and Management at Queen Margaret University in Edinburgh. As part of my degree course, I am undertaking a research project for my Honours dissertation. The title of my project is: This study will investigate the effectiveness of Blogs as digital marketing platforms. The findings of the project will be useful because nowadays Blogs are increasingly becoming an advertisement platform for brands therefore this study will be looking at its benefits and future implications. I am looking for volunteers to participate in the project. There are no criteria (e.g. gender, age, or health) for being included or excluded – everyone is welcome to take part. If you agree to participate in the study, you will be asked to be part of an interview and and answer several questions. The whole procedure should take no longer than 30 minutes. You will be free to withdraw from the study at any stage and you would not have to give a reason. All data will be anonymised as much as possible, but you may be identifiable from tape recordings of your voice or notes taken. Your name will be replaced with a participant number, and it will not be possible for you to be identified in any reporting of the data gathered. The results may be published in a Business Management Honours Dissertation. If you would like to contact an independent person, who knows about this project but is not involved in it, you are welcome to contact Dr Richard Bent. Her contact details are given below. If you have read and understood this information sheet, any questions you had have been answered, and you would like to be a participant in the study, please now see the consent form. Contact details of the independent adviser: Name of adviser: Dr Richard Bent Address: Bem Division School
Queen Margaret University, Edinburgh Queen Margaret University Drive Musselburgh East Lothian EH21 6UU
Email / Telephone: [email protected]
