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Value creation and appropriation in social media - the case of fashion bloggers in Sweden
Stockholm University, Faculty of Social Sciences, School of Business.
Chalmers, Gothenburg, Sweden.
2013 (English)In: International Journal of Technology Management, ISSN 0267-5730, E-ISSN 1741-5276, Vol. 61, no 3/4, 309-323 p.Article in journal (Refereed) Published
Abstract [en]

This paper explores and explains the emergence of commercial blogging. Studying the contents of 18 of Sweden's top fashion blogs, our findings suggest that bloggers create value by generating improved transaction efficiencies. Fashion bloggers have high credibility and thus facilitate the flow of consumer information and choice. The blogs present a combination of private and commercial content, thereby creating a customer intimacy that differentiates them from more traditional market channels. The value of these relationships is appropriated partly through advertisements and partly from other sources of revenue, such as the creation of brands and online stores. Bloggers have become powerful intermediaries who often have a better contact with end consumers than fashion firms. This paper therefore suggests that management of the blogosphere is an emerging source of competitive advantage for fashion firms.

Place, publisher, year, edition, pages
2013. Vol. 61, no 3/4, 309-323 p.
Keyword [en]
social media, fashion blogs, fashion bloggers, business models, transaction costs, Sweden, value creation, value appropriation, commercial blogging, consumer information, consumer choice, customer intimacy, fashion industry
National Category
Business Administration
URN: urn:nbn:se:hj:diva-32174DOI: 10.1504/IJTM.2013.052673ISI: 000318586700007ScopusID: 2-s2.0-84875657912OAI: diva2:1043791
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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