The Effect of Fashion Blogs and their Influence on Females’ Consumer Buyer Behaviour.

Student, A. (2015) The Effect of Fashion Blogs and their Influence on Females’ Consumer Buyer Behaviour. Undergraduate thesis, University of Chichester.

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Abstract

Fashion is an ever changing industry in which companies are constantly in competition for
consumer’s recognition and loyalty. Marketing is similarly an industry which needs to quickly and
effectively adapt to the changes in society. Therefore the importance of keeping up to date with the
way fashion consumers access and use their fashion media is vital to the success of fashion
companies. Fashion blogging has recently become a popular way of accessing fashion online. This
management project is set out to investigate the effectiveness of fashion blogging on the purchasing
behaviour of female consumers in the UK. This was done by conducting research in the form of focus
groups and questionnaires with females from across the UK. Fashion blogs were found to be an
interesting source of inspiration and information for the females who took part in the study. Many
of the respondents were influenced by blogs and others highlighted areas where blogs could be
improved so that they appear more attractive and influential.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HG Finance
N Fine Arts > NK Decorative arts. Applied arts. Decoration and ornament > NK8800 Textiles
T Technology > T Technology (General)
Divisions: Departments > Business School
Undergraduate Dissertations
Depositing User: Steve Bowman
Date Deposited: 29 Jul 2015 11:05
Last Modified: 13 Aug 2015 13:21
URI: http://eprints.chi.ac.uk/id/eprint/1474

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