Can fashion blogs function as a marketing tool to influence consumer behavior? Evidence from Norway

Through the introduction of Web 2.0, the blogging phenomenon has become an important marketing channel, as it has enabled a new way of communicating and sharing information through its user-generated content. Today the largest segment of the blogosphere consists of fashion blogs, i.e. blogs that focus on fashion brands, fashion products, street style, and personal style. In recent years companies have begun to realize the benefits of using blogs as a marketing tool, as they are a targeted and inexpensive way to get publicity and reach potential consumers. This research aims to study whether fashion blogs can function as a marketing tool to influence consumer behavior, limited to the Norwegian fashion blog arena.