Fashion Blog's Engagement in the Customer Decision Making Process

Background

Web 2.0, with its social and participatory characteristics, has generated virtual communities where users share their ideas, knowledge, experience, opinions and even media content, such as forums, wikis, social media, media sharing or blogs (Akritidis et al., 2009). When blogs appeared, the communication field witnessed a transformation. Blogs were perceived as a new form of journalism created by ordinary people in the late 1990’s (Findlay, 2015; Penttala & Saarela, 2012; Singer, 2005; Wall, 2005; Blood, 2002). The development of blogger activity has produced new ways to consider what blogs are and what they are useful for, considering their capacity to reach individual interests and to create communities around them. Rogers (2003) explains that mass media channels reach out to more people, but interpersonal channels, such as blogs, are much more effective in changing attitudes and influencing any decision to adopt or reject a new product.