Fashion Bloggers: Temperament and Characteristics

Gordon Bowen and Deidre Bowen
Additional contact information
Gordon Bowen: Northumbria University
Deidre Bowen: POW

Chapter Chapter 4 in The Art of Digital Marketing for Fashion and Luxury Brands, 2021, pp 81-104 from Springer

Abstract: Abstract The aim of the chapter is to understand the persona and characteristics of fashion bloggers and how they differentiate themselves from other bloggers. Promoting fashion products differs from promoting other products that are functional and tangible. Fashion bloggers require abstract and innovative ideas to catch their audiences’ attention to build a fruitful relationship. The success of fashion bloggers depends on whether they can become influential bloggers in the fashion blogosphere. Influential bloggers must deploy social and individual capital to build networks that enable them to change and evolve the content on their fashion blog. Building cross-social media networks in collaboration with other fashion bloggers is an important mechanism for them to become influential fashion bloggers. Failure to maintain and build their network will cause them to decouple from their followers and become lower in the social media rankings (e.g., Instagram). Influential fashion bloggers must continue to differentiate themselves in the online environment and this is achieved by creating personal and original content that draws on their social capital, which energises their audience to engage.

Keywords: Fashion bloggers; Cross-social media networks; Social Capital; Fashion blogosphere (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70324-0_4

Ordering information: This item can be ordered from
http://www.springer.com/9783030703240

DOI: 10.1007/978-3-030-70324-0_4

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().