Bloggar som marknadsföringskanal ? En kartläggning av Lindex AB
It?s a fact that fashion companies today are searching for new ways to win consumers.Traditional marketing methods have been replaced with new marketing techniques onInternet. Fashion blogs have a high traffic and because of that they are relevant in themarketing context. Lindex has developed from being a store of underwear to be oneof the largest fashion companies in Sweden with Internet sales which actively workswith bloggers through it?s website.Our purpose in this study is to analyze and describe how a fashion company as Lindexis practical using blogs as a marketing method. We want to grasp how Lindexcommunicate with consumers through blogs and which influence/control Lindex haveover the writings. At the same time, we want to study the impact/dissemination ofnegative and positive opinions in blog entries have been and what the effects are for afashion company like Lindex. Through our study, we will be able to present a surveyhow the linkages between the Lindex website and blogs look like.The literature chapter begins with an overview of the decision-making and the variousmodels used to create a purchasing need of the consumers. After that the newmarketing way, which has emerged in recent years, is presented such as blogs,affiliate marketing, word of mouth, word of mouse and viral marketing. The chapterconcludes with the marketing impact.We started our study to identify Lindex collaboration with bloggers throughobservations on Internet. An interview with the key person at Lindex was made tocomplement our own observations. We have been able to categorize our collectedmaterials in three different types of bloggers. The categorization is the main sourcefor our analysis and conclusions.Trough our study we have found that company in a comparison has a quite smallcontrol over marketing through blogs, while advertising through an affiliate has anever more highly developed control and follow-up-arrangements. Despite scantcontrol the marketing channel however led to that Lindex as a company has furtherexposed and reached a wider audience. Regarding the credibility of a blogger it?smostly about the person and not as much about the blog. The relationship which beingcreated between the blogger and the consumer we can see as valuable for Lindexsince it leads to loyal reader which may give Lindex more loyal customers. We alsonote that not all the negative critics are bad for Lindex as bad publicity also can begood publicity. Provide that the company is serious the lack of control is not aproblem because no statement, negative or positive left uncommented.