Study on the effect of blogs on young women’s online buying behaviour when purchasing fashion items from online stores
Saarela, Heidi; Penttala, Sanna (2012)
Saarela, Heidi
Penttala, Sanna
HAAGA-HELIA ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012112115891
https://urn.fi/URN:NBN:fi:amk-2012112115891
Tiivistelmä
This Bachelor’s thesis focuses on answering the main research question “What is the effect of blogs on young Finnish female’s online buying behaviour when purchasing fashion items from online stores?”. The thesis subject is topical due to the ever increasing popularity and influence of social media. This research is needed due to the lack in the amount of research done on the subject matter. The purpose of the thesis is to find out the influence of social media and particularly fashion blogs on consumer buying behaviour. The recommendations are targeted at fashion industry companies who have an existing online presence and wish to better benefit from the possibilities provided by blogs.
The theoretical framework was based on the combination of theories involving consumer buying behaviour and social media with a specific focus on blogs. Since very few studies on the effect of blogs on consumer buying behaviour exist at this date, the theoretical framework relied on theories that explain how social media in general can affect buying behaviour. Key theorists included Kotler, Solomon and Evans.
The theory provided a strong backbone for the empirical research which was carried in the form of semi-structured face-to-face interviews. As the aim was to reach the most valuable research results possible, the participants were chosen based on their personal knowledge and experience of blogs. The interviewers had a set of open-ended questions which provided in-depth answers to the questions posed.
The results showed that consumers who read blogs and actively use them when buying fashion products, often communicate with the blogger and other consumers during and after the purchasing situation. These consumers see blogs as a valuable tool which helps them for example gather information, get unbiased opinions on products and get inspiration for future purchases.
In conclusion, in the fashion retail industry of today it is critical that companies acknowledge the phenomena and the power of consumer generated blogs while understanding the ways in which they can benefit from them in order to increase their customer base. The results of the research indicate that reading blogs can have a significant effect on the behaviour of young women when purchasing fashion products from online web stores.
The theoretical framework was based on the combination of theories involving consumer buying behaviour and social media with a specific focus on blogs. Since very few studies on the effect of blogs on consumer buying behaviour exist at this date, the theoretical framework relied on theories that explain how social media in general can affect buying behaviour. Key theorists included Kotler, Solomon and Evans.
The theory provided a strong backbone for the empirical research which was carried in the form of semi-structured face-to-face interviews. As the aim was to reach the most valuable research results possible, the participants were chosen based on their personal knowledge and experience of blogs. The interviewers had a set of open-ended questions which provided in-depth answers to the questions posed.
The results showed that consumers who read blogs and actively use them when buying fashion products, often communicate with the blogger and other consumers during and after the purchasing situation. These consumers see blogs as a valuable tool which helps them for example gather information, get unbiased opinions on products and get inspiration for future purchases.
In conclusion, in the fashion retail industry of today it is critical that companies acknowledge the phenomena and the power of consumer generated blogs while understanding the ways in which they can benefit from them in order to increase their customer base. The results of the research indicate that reading blogs can have a significant effect on the behaviour of young women when purchasing fashion products from online web stores.