In this text, a study of the fashion blogger is carried on according to the Spanish customer behaviour related to this figure. In order to do that, surveys have been conducted between female population, with the aims of knowing the most influencer bloggers of the Spanish context, identifying the differences between the behaviour of the fashion blogs followers and not followers, and the differences between the followers of one blogger and another. Results show the volatility of the compromise with a particular blogger and the need that these bloggers have of adapting themselves to new platforms such as Instagram.
|Translated title of the contribution||Communication and fashion in the digital environment: the behavior of fashion bloggers’ followers|
|Journal||Commons: Revista de Comunicación y Ciudadanía Digital|
|Publication status||Published - 14 Jun 2019|
- new media