Online communication and galician top bloggers

Abstract

The emergence of fashion blogs and bloggers has become a communication phenomenon that has originated new forms of consumption in the textile industry, with brands using them as a showcase to ensure that products reach the consumer more effectively. This study aims to be an approach to Galician bloggers communication. Particularly, it focuses on those considered as the most international: Lovely Pepa (Alexandra Pereira), Amlul (Gala González) and Bartabac (Silvia García). For this purpose, it is carried out a quantitative analysis of their activity, i.e. their interactions, messages and daily posts. This research highlights changes performed in communication strategies in order to reach users in a more effective, interactive and participative way. This has led to an increase in designers’ and brands’ positioning as well as to a strong impact in society in terms of communication.