What makes a fashion blogger on Instagram? The Romanian case study

Abstract

Fashion bloggers on Instagram can be considered as opinion leaders and trendsetters, ‘authentic’ content creators and collaborative personas. The article focuses on the Romanian fashion sphere case study to explore the ways in which fashion bloggers build their online personas. We conducted a content analysis of seven of the top Romanian fashion bloggers’ accounts (by number of followers) focusing on their activity on posts and Stories over a period of two months (March-April 2017). The results present a classification of main posting categories for Instagram Feed posts, as well as trends and recurrences across Romanian fashion bloggers. The analysis reveals an intense collaboration and establishment of fashion partnerships through a continuous process of tagging one another, as well as attention to creating genuine, ‘authentic’ content that fosters intimacy with their followers.