The Rise of Fashion Blogs: A Content Analysis of Fashion Blogs as an Advertising Tool

The fashion industry is constantly evolving and changing to keep up with the latest trends. Fashion blogs are the perfect social media platform for the industry because they can quickly react to the ever-changing fashion trends. Additionally, blogs open up the channels of information; they are able to create two-way conversations between consumers and companies. Fashion bloggers are being used as a new way to advertise products and create brand awareness. The research puts emphasis on how effective fashion bloggers are in expanding brand reach, popularity, and advertising new products. The purpose of this research is to analyze fashion blogs as an advertising tool. Through a qualitative and quantitative content analysis of 1,200 blog posts, this research identifies how fashion bloggers have become an effective advertising tool. Additionally, this research includes a series of recommendations for fashion bloggers and for companies who wish to utilize them.Bachelor of Art