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RISS 인기검색어
- 검색키워드
- 저자 : Katarina Halvorsen (검색결과 2 건)
- 무료
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Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway
Katarina Halvorsen,Jonas Hoffmann,Ivan Coste-Manie`re,Rasa Stankeviciute 한국마케팅과학회 2013 Journal of Global Fashion Marketing Vol.4 No.3
Through the introduction of Web 2.0, the blogging phenomenon has become animportant marketing channel, as it has enabled a new way of communicating andsharing information through its user-generated content. Today the largest segment ofthe blogosphere consists of fashion blogs, i.e. blogs that focus on fashion brands,fashion products, street style, and personal style. In recent years companies have begunto realize the benefits of using blogs as a marketing tool, as they are a targeted andinexpensive way to get publicity and reach potential consumers. This research aims tostudy whether fashion blogs can function as a marketing tool to influence consumerbehavior, limited to the Norwegian fashion blog arena. The study is based on anexploitative research design as there is little existing research on the subject. We havechosen to explore the subject from three different perspectives: those of the readers, thefashion blogs, and the companies involved in fashion blog marketing. In detail, thestudy looks at the influential power of fashion blogs in context with their strength as acommunication tool for marketing products and brands. The results of the study clearlyindicate that blog advertisements provide companies with a unique opportunity formarket communication, whereby aspects related to credibility and influence can beviewed as incomparable to those involved in traditional advertisement. Through thestudy one can conclude that fashion blogs can indeed affect consumer behavior, as theyhave a unique ability to create a strong relationship between the blog and its readers,resulting in the advertisement being viewed in a personal and non-intrusive way.
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Katarina Halvorsen 한국마케팅과학회 2019 Journal of Global Fashion Marketing Vol.10 No.4
This retrospective commentary for the article “How Fashion Blogs Function as a Marketing Tool to Influence Consumer Behaviour: Evidence from Norway” explores the valuable and unique insights that has caused its high impact contribution in literature. The commentary looks back on what ignited the interest in the research topic and how shifts in social media habits and technology trends have changed the blogosphere and increased bloggers influence on consumers. The introduction of the term “influencer” and the emergence of influencer marketing are supporting factors that shows how the research subject has evolved and grown in impact since its publication. It further analyses other contributing factors to its success such as its unique scope and exploring the topic from the reader, the fashion bloggers and the company’s perspective. Lastly, the commentary includes other articles that are complimentary to the research and explains how the scope and explorative design has enabled it to be relevant to a multitude of research questions, with a final analysis of the practical implications of the research from the perspective of fashion marketing strategy.
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