Nice to be a fashion blogger, hard to be influential: An analysis based on personal characteristics, knowledge criteria, and social factors

Patricia SanMiguel and Teresa Sádaba

Journal of Global Fashion Marketing, 2018, vol. 9, issue 1, 40-58

Abstract: The growing interest in fashion bloggers within the field of fashion is generating different kinds of research under the headings of communication and consumer behavior. However, one of the key issues within fashion, such as influence, has not been researched in any great depth so far. This paper seeks to shed some light on this matter and poses the question as to just how many fashion bloggers can really be considered influential. Through an analysis of the characteristics of what has been considered “influential” within the field of research, and based on a research project that focuses on Spanish bloggers, we can discover which bloggers are influential, what the attributes are that define them, and how we can locate them.

Date: 2018
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DOI: 10.1080/20932685.2017.1399082

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