The effect of fashion e-blogs on women's intention to use

The aim of this study is to identify (i) the key elements and consequences of fashion e-blogs and (ii) what effects fashion e-blogs have on women’s intention to use them. There is a large body of research in domains ranging from e-blogs, perceived ease of use, perceived usefulness, and intention to use. The significance of this research is that even though the social media, e-WOM and e-blogs are becoming normal ways to communicate, the effects and influence of them on businesses are limited. Data were gathered from women who interacted in five e-e-blogs. This article contributes to the growing literature on e-blog brands. This study samples a significant segment of fashion blogging consumers. Key implications for managers and researchers are highlighted