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The Perceived Credibility of Fashion Bloggers and Sponsored Blog Posts

Hansson, Linn LU (2015) SKPM08 20151
Department of Strategic Communication
Abstract
This study examines the problem regarding editorial content in fashion blogs being increasingly sponsored by PR agencies and corporations. The research question will answer how this affects the credibility of fashion bloggers
and the blog content. A qualitative approach has been used to measure this phenomenon, with quantitative features. Former blog credibility measurements were gathered to conduct a credibility model that provided a framework for the
interviews. To be able to find out how fashion bloggers communicate that a blog post is sponsored, a content analysis was made. Four different trends in how sponsorship is communicated was found and analysed by the respondents in the interviews. The result of the study show that fashion... (More)
This study examines the problem regarding editorial content in fashion blogs being increasingly sponsored by PR agencies and corporations. The research question will answer how this affects the credibility of fashion bloggers
and the blog content. A qualitative approach has been used to measure this phenomenon, with quantitative features. Former blog credibility measurements were gathered to conduct a credibility model that provided a framework for the
interviews. To be able to find out how fashion bloggers communicate that a blog post is sponsored, a content analysis was made. Four different trends in how sponsorship is communicated was found and analysed by the respondents in the interviews. The result of the study show that fashion bloggers and the blog content are believed to be credible; accept for the objectivity of the blog information, due to sponsored blog posts. The research also provided a picture of how sponsored blog posts can be done more credible. For example, advising PR agencies and companies to be more transparent about the collaboration with the blogger and it was also highlighted that a sponsored blog post becomes more credible if different brands that represent the blogger’s style is represented
in the post, instead of just one. (Less)
Please use this url to cite or link to this publication:
author
Hansson, Linn LU
supervisor
organization
alternative title
A Qualitative Study on Blog Credibility
course
SKPM08 20151
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Credibility, Fashion Blogs, Fashion Blogger, Sponsored blog posts
language
English
id
8001196
date added to LUP
2015-10-14 10:30:55
date last changed
2015-10-14 10:30:55
@misc{8001196,
  abstract     = {This study examines the problem regarding editorial content in fashion blogs being increasingly sponsored by PR agencies and corporations. The research question will answer how this affects the credibility of fashion bloggers
and the blog content. A qualitative approach has been used to measure this phenomenon, with quantitative features. Former blog credibility measurements were gathered to conduct a credibility model that provided a framework for the
interviews. To be able to find out how fashion bloggers communicate that a blog post is sponsored, a content analysis was made. Four different trends in how sponsorship is communicated was found and analysed by the respondents in the interviews. The result of the study show that fashion bloggers and the blog content are believed to be credible; accept for the objectivity of the blog information, due to sponsored blog posts. The research also provided a picture of how sponsored blog posts can be done more credible. For example, advising PR agencies and companies to be more transparent about the collaboration with the blogger and it was also highlighted that a sponsored blog post becomes more credible if different brands that represent the blogger’s style is represented
in the post, instead of just one.},
  author       = {Hansson, Linn},
  keyword      = {Credibility,Fashion Blogs,Fashion Blogger,Sponsored blog posts},
  language     = {eng},
  note         = {Student Paper},
  title        = {The Perceived Credibility of Fashion Bloggers and Sponsored Blog Posts},
  year         = {2015},
}