Honors College Thesis
 

Identifying Characteristics of Successful Fashion Bloggers and Their Influence on Consumer Purchase Decisions

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https://ir.library.oregonstate.edu/concern/honors_college_theses/gh93h581p

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  • Fashion bloggers have become a changing force of the retail industry over the past decade, redefining where consumers look for fashion inspiration, product reviews, and brand credibility. Despite the widespread popularity of fashion bloggers, there is little industry consensus as to what characteristics make a fashion blogger successful and to what extent they influence consumer purchase decisions. This study investigates the role of fashion bloggers, how they are perceived, and their effectiveness at influencing consumer purchase decisions. An online survey was distributed and a total of 76 individuals aged 18 and older participated in this study. The results indicated that the commonalities between fashion bloggers are that they serve as style and aesthetic inspiration. Online shopping is a common trait amongst the respondents but there is a clear gap in their buying choices and the products shared by fashion bloggers because only 57.53% of respondents have purchased an item a blogger recommended. The survey responses showed that the most common reasons an individual does not purchase a blogger’s recommendation is price or doesn’t fit with their needs/wants. We can hypothesize that fashion blogger’s serve as an inspiration figure rather than a personal seller to the majority of their audiences.
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