A retrospective commentary: How fashion blogs function as a marketing tool to influence consumer behavior: Evidence from Norway

Halvorsen, Katarina

doi:10.1080/20932685.2019.1645035

Cited by 11 publications

(8 citation statements)

References 4 publications

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“…Considering bloggers as important agents of influence marketing (Halvorsen, 2019), this study expresses a step forward in the state of the art of corporate crisis communication. In this sense, the paper highlights that bloggers tend to prefer not to discuss the crisis events, without blaming or defending brands.…”

Section: Resultsmentioning

confidence: 99%

“…Blogs are an effective vehicle for gaining access to those perceptions (Vecchio et al , 2011; Mishra and Sharma, 2018). Consumers become more receptive to third-party information because it is perceived as unbiased and more credible (Halvorsen, 2019). Audiences show a positive interaction, attitude and predisposition in the purchasing decision-making process when the information they seek comes from respectable sources (Chu and Kamal, 2008).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…The fashion world has not been indifferent to this phenomenon (Halvorsen, 2019). Fashion blogs have decentralized the importance of fashion magazines, presenting more useful proposals for their readers (Rocamora, 2012), based on their style and psychological attitude (Pihl, 2014; Hahn and Lee, 2014).…”

Section: Introductionmentioning

confidence: 99%

“…Fashion blogs develop a good understanding of customer needs and concerns through the intrinsic motivation to help consumer choices (Quelhas-Brito et al , 2020) and the production of relevant product-focused and experiential content (Kim et al , 2020). In this sense, brands view fashion blogs as advertising channels that facilitate the creation of relationships with consumers (Halvorsen, 2019; Pihl and Sandström, 2013).…”

Section: Introductionmentioning

confidence: 99%

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Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

Casais

Gomes

2021

JFMM

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PurposeThis paper focuses on the analysis of fashion blog activity regarding brands under corporate crisis situations and discusses how these opinion leaders may be agents of corporate crisis management.Design/methodology/approachThe authors analyzed four influential Portuguese fashion blogs regarding eight fashion brands that had experienced a corporate crisis situation. In total, five of the selected brands were mentioned in 2.846 posts of blog content, whose discourse was deeply analyzed.FindingsThe absence of express reference to brand crisis suggests that fashion bloggers tend to ignore these crisis events or divert the readers' attention to the brands' more positive aspects. This result opens the discussion whether fashion bloggers downplay corporate crisis in brand equity or whether it expresses strategies of brand crisis communication through digital influencers.Originality/valueThough social media may be a source of negative word-of-mouth, social media influencers have been considered important partners of corporate crisis communication in particularly challenging times. Many studies have focused on the role of social media influencers in crisis management, but there was a dearth of research on the specific case of blogs. This study contributes to the understanding of fashion bloggers as agents of brand communication, particularly regarding crisis management and their role on brand activation and positive electronic word-of-mouth, even under crisis situations. This contribution paves the way for future research on whether this is a spontaneous phenomenon or the reflection of possible partnerships between companies and fashion bloggers for the management of corporate crisis situations in the context of fashion brands.

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Section: Resultsmentioning

confidence: 99%

Section: Theoretical Frameworkmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

Casais

Gomes

2021

JFMM

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“…Por fim, os estudos que enfocam as redes sociais discursam sobre como os influenciadores podem se posicionar para alavancar o posicionamento das marcas. Influenciadores digitais foram apontados por Voorveld (2019) como tendência de estudo dentro do campo de mídias sociais e redes sociais, uma vez que a popularização dessas redes tem um efeito direto na influência desses indivíduos sobre os consumidores (Halvorsen, 2019). Foram encontrados os efeitos do marketing de envio (mimos) sobre o boca a boca, mesmo que por curto prazo (Chae et al, 2017).…”

Section: Redes Sociaisunclassified

Influenciadores Digitais E Branding: Uma Revisão Bibliométrica E Sistemática Do Campo No Período De 1945-2019

Barbosa¹,

Ferreira²,

Christino³

2022

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Objetivo: Mapear e avaliar o campo de estudo dos influenciadores digitais e do branding, para fornecer uma visão global das pesquisas que reúnem os dois temas e para propor agendas de pesquisas futuras baseadas nas lacunas evidenciadas ao término das análises. Design/metodologia/abordagem: revisão bibliométrica, utilizando a base Web of Science, em um período de publicações de 1945 até 2019. Revisão sistemática utilizando a análise temática. Resultados: Foi possível mapear as principais palavras-chave indexadas, os principais polos de pesquisa e de publicação, clusterizar as principais referências sobre os termos pesquisados, bem como organizar o conhecimento disperso de forma sistemática e identificar oportunidades de pesquisa embasadas no conhecimento acumulado. Implicações teóricas: Essa revisão sistemática contribui teoricamente ao entregar evidências sistemáticas para o desenvolvimento global da temática escolhida; ao estabelecer tendências de pesquisa obtidas com a junção da análise bibliométrica e sistemática; ao identificar lacunas de pesquisa e propor pesquisas futuras. Originalidade: O trabalho tem sua originalidade por ser o pioneiro, salvo melhor juízo, a realizar uma revisão bibliomérica e analisar sistematicamente artigos que versam sobre estratégias de branding e digital influencers, campo esse que vem adquirindo relevância mercadológica e publicitária, impulsionado pela expansão das redes sociais e seu papel na tomada de decisão de compra das pessoas.

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Channel stickiness in the shopping journey for electronics: Evidence from China and South Korea

Kim

Song

Choi

et al. 2021

Journal of Business Research

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A retrospective commentary: How fashion blogs function as a marketing tool to influence consumer behavior: Evidence from Norway

Cited by 11 publications

References 4 publications

Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

Fashion bloggers' discourse on brands under corporate crisis: a netnographic research in Portugal

Influenciadores Digitais E Branding: Uma Revisão Bibliométrica E Sistemática Do Campo No Período De 1945-2019

Channel stickiness in the shopping journey for electronics: Evidence from China and South Korea

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