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The Effect of Fashion e-Blogs on Women’s Intention to Use

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Digital and Social Media Marketing

Part of the book series: Advances in Theory and Practice of Emerging Markets ((ATPEM))

Abstract

The aim of this study is to identify (1) the key elements and consequences of fashion e-blogs and (2) 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-blogs. This chapter 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.

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Author information

Authors and Affiliations

  1. Middlesex University London, London, UK

    Pantea Foroudi

  2. University of Roehampton, London, UK

    Alireza Nazarian

  3. University of West London, London, UK

    Ulfat Aziz

Authors
  1. Pantea Foroudi
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  2. Alireza Nazarian
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  3. Ulfat Aziz
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Corresponding author

Correspondence to Pantea Foroudi .

Editor information

Editors and Affiliations

  1. School of Management, University of Bradford, Bradford, UK

    Nripendra P. Rana

  2. School of EFM, University of Bristol, Bristol, UK

    Emma L. Slade

  3. Faculty of Management, Law and Social Sciences, University of Bradford, Bradford, UK

    Hatice Kizgin

  4. School of Management Studies, Motilal Nehru National Institute of Technology, Prayagraj, Uttar Pradesh, India

    Ganesh P. Sahu

  5. School of Business, Saint Louis University, St. Louis, MO, USA

    Nitish Singh

  6. Brunel Business School, Brunel University London, Uxbridge, Middlesex, UK

    Bidit Dey

  7. Business & Management, Regent’s University London, London, UK

    Anabel Gutierrez

  8. EMaRC, School of Management, Swansea University, Swansea, UK

    Yogesh K. Dwivedi

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Foroudi, P., Nazarian, A., Aziz, U. (2020). The Effect of Fashion e-Blogs on Women’s Intention to Use. In: Rana, N.P., et al. Digital and Social Media Marketing. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-030-24374-6_2

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