The electronic mouth-to-mouth and fashion blogs of Brazil: a netnographic study
Name: MILLYANI MILLI RODRIGUES
Publication date: 25/08/2016
Advisor:
Name |
Role |
|---|---|
| TERESA CRISTINA JANES CARNEIRO | Advisor * |
Examining board:
| Name |
Role |
|---|---|
| FLAVIA MENEGUELLI RIBEIRO SETUBAL | External Examiner * |
| TERESA CRISTINA JANES CARNEIRO | Advisor * |
Summary: This qualitative exploratory research aims at understanding the most discussed issues on fashion blogs, more specifically five of these blogs. The study seeks to analyze the reality of Brazilian fashion blogs, analyzing the "word-of-mouth" in electronic fashion blogs. The main purpose of the research is to find similarities between the texts that bloggers and their readers produce, and gather topics related to fashion products, which is an important information for fashion brands and retailers. In order to achieve the objective of this study,
the research seeks to answer the following research question: "What issues are most commented on by readers in fashion blogs?" The research methodology employed was netnography, following the guidelines provided by Robert Kozinets (2010, 2014), who designed this method. The literature reviewed focused on eWOM, the "word-of-mouth" electronic, especially considering how it happens, who is involved in this activity, what are
the motivations to participate, who are opinion leaders, and how fashion history is relevant for the comprehension of eWOM. Based on the literature review, the exploratory analysis evaluated five influential fashion blogs in Brazil and, as a result, identified four types of readers blogs or four categories of analysis: the reader "fan club, the reader want buy now, the reader fashion criticism, and the reader hunting trend. In conclusion, the study
provided a reflection on the diversity of these blog communities. Although the blogs analyzed are equally fashion blogs, each blogger style attracts a different type of interaction and comments on the blog.
