Modebloggen- En studie kring unga kvinnors användning av modebloggar inför ett köpbeslut

Sammanfattning: Title: Fashion Blog- A study of how young women use fashion blogs in their buying decision. Seminar Date: 25th of August 2010 Course: SMTX07, Master dissertation, 15 University Credits Points Authors: Josephine Claesson, Ida Johnsson & Charlotte Wiebe Advisors: Katja Lindqvist & Pia Siljeklint Keywords: Fashion Blogs, young woman, buying process, buying decision Purpose: The purpose of the study is to investigate how and why young women use fashion blogs in their buying decisions.This study will also elaborate on the factors behind the usage. Methodology: The study is based on a qualitative research method where the main driver of the study's result has been interviews with focus groups. The method has enabled the gathering of real and reliable information to complement our theoretical frame of reference. In addition we have conducted an interview with a subject matter expert. Theoretical Framework: The studies' theoretical framework is divided into two themes. The first part covers the theories behind consumption and identity. The second part discusses the process of a buying decision including problem identification, screening and mapping of information, evaluation and finally the actual buying decision. Empirical Foundation: The empirical study is created by interviews with focus groups that are based on women from the age of 17-25years. The young women have in their respective groups discussed the topics related to this study. In order to provide a nuanced picture of the result we have used an expert commentary in the discussed field. Conclusions: Young women use the fashion blog as a source of inspiration. The fashion blog is used as a reference point before a buying decision. The traditional buying process cannot be applied to the buying process based on the fashion blogs. This due to the facts that our respondents do not use fashion blogs before a specific buying decision.