Modebloggarnas makt
Hur produktplacering i modebloggar påverkar försäljningen i volymmärkesbutiker
By exposing their products in blogs, companies have the opportunity to reach out to hundreds of thousands of consumers daily. Instead of using conventional Internet advertising such as banners and ads, some companies chose to make use of product placement in blogs. By choosing to expose their products in blogs, companies use a medium that blog readers are familiar with and can relate to, and can thereby solicit customers for their products and brands.We will examine whether product placements in fashion blogs are an effective way for businesses to market themselves and their products. We measure this efficiency, by keeping a record of the sales of ten product placed garment and accessories that we have selected from four of the largest blogs in Sweden. The stores we examine sales of product placed goods in are volume brand stores such as Zara and H&M etcetera. To complement this efficiency measurement, we conduct a survey in which 828 women aged 16 - 30 answer questions concerning the purchase of products after seeing them in blogs.In this study, we also compare the difference in how female college students apposed to the rest of the examined group respond to the placement of clothing and accessories in blogs. This we find interesting because a collages student?s objective should be critical.After interpretation and analysis of data, we conclude that product placement in blogs effects both female college students and the others from the target group, however, the results show that college students are effected in less extent than the others and that there is a strong correlation between frequent blog reading and increased impact of product placement. Through the record of volume brand stores? sales of the product placed products, we find that product placement has a strong positive effect on the sales of the product placed garments and accessories. The conclusion of the study is that product placement in the fashion blogs are an effective market communication tool.