Fashion blogging and consumers: examining the uses and gratifications of readers of fashion blogs

This research focused on the motivations consumers have for accessing fashion blogs. This study is important due to the limited scope of research that exists regarding consumer motivations, particularly for accessing specific types of blogs. Most existing research focuses more on the relationship between blogs and advertisers. Using a survey with measures adapted from previous research on social media motivations, the researcher was able to discover that the main reasons for accessing fashion blogs matched the main reasons for accessing blogs in general. The most important motivations were social surveillance and entertainment. Additionally, this research indicated that the Millennial generation is more invested in blogs than most other demographics. These findings can help bloggers and advertisers better tailor their content to fit this demographic and their needs, something marketers are currently striving to achieve in a time when Millennials influence spending. Further research should focus on qualitative methods that can allow the researcher to delve deeper into consumer needs.