The effect of fashion e-blogs on women's intention to use

Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023, Nazarian, Alireza and Aziz, Ulfat (2020) The effect of fashion e-blogs on women's intention to use. In: Digital and Social Media Marketing: Emerging Applications and Theoretical Development. Rana, Nripendra P., Slade, Emma L., Sahu, Ganesh P., Kizgin, Hatice, Singh, Nitish, Dey, Bidit, Gutierrez, Anabel and Dwivedi, Yogesh K., eds. Advances in Theory and Practice of Emerging Markets . Springer International Publishing, pp. 19-40. ISBN 9783030243739, e-ISBN 9783030243746. [Book Section] (doi:10.1007/978-3-030-24374-6_2)

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Abstract

The aim of this study is to identify (i) the key elements and consequences of fashion e-blogs and (ii) 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-e-blogs. This article 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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