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

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dc.contributorLamme, Margot Opdycke
dc.contributorBunker, Matthew D.
dc.contributor.advisorLewis, Regina Louise
dc.contributor.authorFink, Ariel Devora
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2017-03-01T17:36:21Z
dc.date.available2017-03-01T17:36:21Z
dc.date.issued2015
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractThis 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.en_US
dc.format.extent72 p.
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otheru0015_0000001_0002049
dc.identifier.otherFink_alatus_0004M_12475
dc.identifier.urihttps://ir.ua.edu/handle/123456789/2442
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.haspartRequest for approval of research involving human subjects
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.subjectCommunication
dc.subjectMarketing
dc.titleFashion blogging and consumers: examining the uses and gratifications of readers of fashion blogsen_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Advertising and Public Relations
etdms.degree.disciplineAdvertising Public Relations
etdms.degree.grantorThe University of Alabama
etdms.degree.levelmaster's
etdms.degree.nameM.A.

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