|Chapter title||The effect of Fashions e-Blogs on Women’s Intention to Use|
|Authors||Foroudi, P., Nazarian, A. and Aziz, U.|
|Editors||Rana, N.P., Slade, E.L., Sahu, G.P., Kizgin, H., Singh, , N., Gutierrez, A. and Dwivedi, Y.K.|
The aim of this study is to identify (1) the key elements and consequences of fashion e-blogs and (2) 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-blogs. This chapter 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.
|Book title||Digital and Social Media Marketing|
|Published||12 Nov 2019|
|Series||Advances in Theory and Practice of Emerging Markets|
|Digital Object Identifier (DOI)||https://doi.org/10.1007/978-3-030-24374-6_2|