Blogs used as marketing tools and their influence on consumers' decisions on purchasing fashion and beauty products

Abstract

Objective: To analyze the influence of blogs on the decisions on purchasing fashion and beauty products and identify the main characteristics of the consumers most susceptible to these stimuli. Methodology: The methodological procedures consisted of a bibliographic investigation followed by empirical research and analysis of data using multiple regression. Results: The main characteristics of the consumers most susceptible to the stimuli of fashion and beauty blogs on consumption are associated with those who value online platforms, start to invest more in products under the influence of blogs, give up buying a product also under the influence of blogs and learn about new products through blogs. Theoretical contributions: The research contributes to the advancement of the digital marketing literature as it identifies not only the influence of blogs on the consumption of fashion and beauty products but also the characteristics of the consumers most susceptible to this stimulus. Relevance/Originality: The study expands theoretically and empirically the understanding of the use of blogs as tools to stimulate and influence the consumption of fashion and beauty products and identifies the characteristics of the consumers more susceptible to this stimulus. Implications for management: The study expects to make a contribution towards helping marketing professionals consider blogs as an important tool for promoting new products, stimulating consumption or even as a source of obtaining customer insights, identifying the profile of the consumers most influenced by this tool as well.