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Thursday, November 19 • 09:00 - 09:50
Usability and consumption influence of fashion blogs: an exploratory study.

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Fashion blogs are a staple of contemporary media landscape; a personal and informal guide to fashion knowledge, goods and brands. This article focuses on understanding what type of influence fashion blogs have on customers buying decisions. Findings shown in this paper are the results of Usability Tests and interviews with readers of fashion blogs. The main objectives are the comprehension of how navigation flow affects buying decisions and how bloggers' outfits, photos and posts influence on reader's consumption. It was possible to report that fashion blogs have special impact on social classes B and C in Brazil; informing and guiding readers' social dress codes and, thereafter, influencing purchases. Usability tests showed that navigation problems frustrate readers, especially when it involves lack of outfit information or when navigation was disfavored over companies advertising interests. The discussion developed in this paper is the result of an exploratory research with a qualitative approach.

avatar for Amyris Fernandez

Amyris Fernandez

Owner, Usability Expert Consultores
I have over 30 years of executive experience in marketing and market research, I have focused the past 16 years on digital marketing and communications. I have deep consumer knowledge, understanding market segmentation, product categories consumption and communication by country... Read More →

Thursday November 19, 2015 09:00 - 09:50 GMT-03
Aula 6.4 Rondeau 165

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