Electronic word-of-mouth in consumer fashion blogs. A netnographic study

The purpose of this study was to describe and analyze electronic word-of-mouth (eWOM) in consumer fashion blogs. The phenomenon of fashion blogs has become very popular among fashion consumers and companies within recent years. Fashion consumers buy clothes and shoes online, are active in social media pages, and produce electronic word-of-mouth in online communities. Fashion companies have noticed this change and want to be present in the Internet in different ways. In fashion blogs, there are consumers and companies present and creating content. From this content, the main idea was to gather fashion product-related topics that are important especially for fashion brands and retailers. Theoretical framework for this study was constructed from electronic word-of-mouth. Electronic word-of-mouth is one of the biggest influencers of today’s consumers. It comprises of negative and positive statements made by customers about a product or a company. The difference to the traditional word-of-mouth is that the message is made available to a multitude of people over the Internet. Organic and amplified eWOM were separated due to their differing and important nature in blogs. Organic eWOM is naturally created; amplified eWOM has a marketer influencing behind it. Before conducting the research it was important to understand the bloggers’ and readers’ motivations to engage in eWOM. The main motivations for blogging were self-expression, social belonging, economical and professional, and entertainment. The main motivations for reading blogs were information need, social belonging, economical, and entertainment. Netnography was chosen for the research methodology because of its suitability in studying online communities and content created by their members. Netnography is a qualitative research methodology that is based on ethnography. It is directed for studying cultures and communities that are emerging through computer-mediated communications. This study followed the flow of the netnographic research process. The six fashion blogs were selected according to the netnographic criteria and they were observed from the beginning of January 2011 to the end of March 2011. After the data collection and analysis, the results contained different fashion topics that emerged from the data. These were divided according to the nature eWOM – organic or amplified. The main topics in organic eWOM were personal style, brands, designers and retailers, tips and advice, and purchases. The main topics in amplified eWOM were received products, brands, designers and retailers, tips, and competitions. The topics were quite similar between organic and amplified entries even though some exceptions were evident. Asiasanat:Fashion blog, netnography, electronic word-of-mout