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Brands, community and style – exploring linking value in fashion blogging
School of Business Stockholm University, Stockholm, Sweden.
2014 (English)In: Journal of Fashion Marketing and Management, ISSN 1361-2026, E-ISSN 1758-7433, Vol. 18, no 1, 3-19 p.Article in journal (Refereed) Published
Abstract [en]

Purpose: By using the concept of style, the purpose of this paper is to elaborate on the notion of brand community. More specifically, it seeks to explore how style can function as a linking value in forms of communities centred on brands that emerge within the empirical context of fashion and social media.

Design/methodology/approach: A netnography of the content produced by 18 fashion bloggers in Sweden was conducted. Content analysis of this material was used to map how consumption objects, in terms of fashion brands, were integrated in activities taking place on blogs, and through these processes, acted as a linking value for community members.

Findings: This paper demonstrates how fashion bloggers, together with their readers, constitute a form of community centred on style. It also shows how fashion bloggers, by combining and assembling fashion brands and products, articulate and express different style sets, and how they, together with their followers, engage in activities connected to these style ideals.

Research limitations/implications: As this study has been empirically limited to a Swedish setting, future research would benefit from findings of international expressions of communities of style. Practical implications: Based on this study, strategies for managing communities of style is suggested to represent a potential source of competitive advantage for fashion firms.

Originality/value: In the context of the conceptual discussion about what brings members of communities together, this study provides evidence of how style can function as a linking value in the setting of consumer communities that emerge within the boundaries of fashion and social media.

Place, publisher, year, edition, pages
2014. Vol. 18, no 1, 3-19 p.
National Category
Business Administration
URN: urn:nbn:se:hj:diva-32170DOI: 10.1108/JFMM-10-2013-0108ScopusID: 2-s2.0-84898401729OAI: diva2:1043780
Available from: 2016-11-01 Created: 2016-11-01 Last updated: 2016-11-01Bibliographically approved
In thesis
1. Commercialising social media: a study of fashion (blogo)spheres
Open this publication in new window or tab >>Commercialising social media: a study of fashion (blogo)spheres
2014 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

A common characteristic of the theoretical developments within the field of social media marketing is that activities to which consumers devote themselves in social media settings shift power from firms to consumers. Extant literature has therefore analysed the practices of consumers within social media and their potential implications for marketing. The current state of social media, however, suggests that these settings are undergoing a process of transformation. Although social media were initially characterised as non-commercial in nature, firms have started to manage interactions within these digital landscapes. From initially being characterised by its social base, this development implies that social media have become increasingly commercialised.

The aim of this dissertation is to expand the literature on social media by describing the process through which they evolve from their initially social character to a commercial utility. More specifically, it seeks to develop a conceptual framework that captures the role of marketing processes that lead to the commercialisation of these spheres. This is done mainly through a netnographic study of the Swedish fashion blogosphere in order to explain how and why consumers and professionals interact, organise, create and appropriate commercial values in the fashion blogosphere.

Drawing on theory of spheres, this dissertation proposes a sphereological understanding of social media that expands the role of marketing. It is suggested that social media may be understood as a collection of micro-spheres that, together, comprise a densely connected foam of spatiality and place. In these spheres, consumers, together with commercial actors, take part in practices that become increasingly commercial. In that sense, marketing takes the roles of navigating social media in search of symbolic meanings of value, and of affecting, negotiating and redefining atmospheres of places in the social media landscape.

Place, publisher, year, edition, pages
Stockholm: School of Business, Stockholm University, 2014. 81 p.
social media, commercialisation, marketing, fashion, blogs, spheres
National Category
Business Administration
Research subject
Business Administration
urn:nbn:se:hj:diva-32160 (URN)978-91-7447-769-6 (ISBN)
Public defence
2014-02-13, Gröjersalen, hus 3, Kräftriket, 10:00 (English)

At the time of the doctoral defense the following paper was unpublished and had the status as follows. Paper 2: Accepted.

Available from: 2016-11-01 Created: 2016-10-31 Last updated: 2016-11-01Bibliographically approved

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