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Entrepreneurship Through the Use of Social Media: An Exploration of the Blogger-Turned-Entrepreneur Phenomenon in the Fashion Industry /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Entrepreneurship Through the Use of Social Media: An Exploration of the Blogger-Turned-Entrepreneur Phenomenon in the Fashion Industry // Deirdra Rhianna Nance.
作者:	Nance, Deirdra Rhianna,
面頁冊數:	1 electronic resource (430 pages)
附註:	Source: Dissertations Abstracts International, Volume: 82-10, Section: B.
Contained By:	Dissertations Abstracts International82-10B.
標題:	Graphic designers. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28392956
ISBN:	9798708709752

Entrepreneurship Through the Use of Social Media: An Exploration of the Blogger-Turned-Entrepreneur Phenomenon in the Fashion Industry /
Nance, Deirdra Rhianna,

Entrepreneurship Through the Use of Social Media: An Exploration of the Blogger-Turned-Entrepreneur Phenomenon in the Fashion Industry /Deirdra Rhianna Nance. - 1 electronic resource (430 pages)

Source: Dissertations Abstracts International, Volume: 82-10, Section: B.

The Blogger-Turned-Entrepreneur Phenomenon has contributed to the continued increase of Social Media Marketing (SMM) across industries. Population growth, increased garment consumption (result of fast fashion), and rapid growth in social media in the last decade have influenced the ongoing evolution in the blogosphere, more specifically the fashion blogosphere. Businesses have realized that using social media as a marketing tool can drastically increase their reach for potential customers, while allowing them more intimate, real-time interaction with their current customers. By partnering with Fashion Bloggers, Digital Content Creators, and Influencers as part of their marketing mix, companies can reach a considerably larger population and grow their customer base. This growth can be attributed to S-commerce and e-WOM in the form of product reviews and ratings. Product reviews and ratings are often viewed as more trustworthy, when they come from someone who is not associated with the company.Most of the research on personal blogs focuses on the blogger's behaviors. Those that focus specifically on Fashion Blogging use qualitative methods for collecting data mostly through interviews and focus groups. Other empirical studies investigate the top-rated fashion bloggers' blogsites and Social Media Platforms (SMPs). Few studies on Fashion Blogging/Bloggers investigate the entrepreneurial aspects of Fashion Blogging. The current study encompasses the intersection between the Blogger Behavior literature, Social Media studies, and the Fashion Blogging academic literature. This study defines Entrepreneurs as Fashion Bloggers who have turned their blogs into registered businesses and use this as a method to earn an income. More to the point, this study investigates individuals who build personal brands into productive businesses, whether through the blog or a freestanding business started as a result of blogging.The current study utilizes quantitative and qualitative methods. To identify the characteristics, motivations, and behaviors of Fashion Bloggers, a survey instrument was used to collect data from three populations: Part-time Fashion Bloggers, Full-time Fashion Bloggers, and Retail Fashion Bloggers. Part-time Fashion Bloggers (PFB) are defined as individuals who do not blog as a main source of income, Full-time Fashion Bloggers (FFB) are those that blog as a main source of income, and Retail Fashion Bloggers (RFB) are those that own a business, separate from their blogs, but influenced by the blog. The survey includes demographic questions, along with questions on motivations to blog, social media usage, the amount of time spent on blogging activities, and the amount of time spent blogging before transitioning to business owner. Results of the survey indicate Fashion Bloggers are mostly motivated to blog to share their ideas and help others. The results suggest that fashion bloggers are transitioning their blogs to businesses at a faster rate in recent years than is seen before the start of social media platforms (SMPs) like Pinterest and Instagram. It was also found that Instagram is the most used SMP among Fashion Bloggers at any level. The top three social media platforms used are Facebook, Pinterest, and Instagram. The results reveal that the number of followers on the blog does not influence the ability to transition to a full-time entrepreneur.For the qualitative portion of this study, in-depth interviews are used to further investigate the key activities and attributes that influences the Fashion Blogger's ability to transition to entrepreneurs. Furthermore, the research sets out to understand that pivotal moment when the decision to start the business occurs. Only FFBs and RFBs are interviewed as part of the study. Qualitative analysis of the interviewees identified that it takes an average of 2-5 years after starting the blog to transition to a business owner. Interviews with FFBs and RFBs reveal that it is not necessary to quit a traditional full-time job to operate a full-time business. (However, most do quit their traditional full-time jobs.) Building relationships with brands is highly valued by FFBs, as sponsorships, collaborations and partnerships are a main source for how they earn an income. According to interviewees, Instagram is where the initial contact happens between bloggers and brands to develop paid sponsorships or partnerships and collaborations.Collaborating with other bloggers and businesses (for RFBs) proves beneficial to the overall growth of the brand (blog and freestanding business). Qualitative analysis reveals that neither formal training in blogging nor business is required to be an entrepreneur of this capacity. Bloggers attribute their successful, full-time entrepreneur transition to instilling a trusting relationship between the blogger and the audience that builds their customer base. Authenticity is a commonly used term by Fashion Bloggers. Being authentic in their approach to blogging and sharing content via social media is what their audience values and is how they build trusting relationships. This trusting relationship is what the Fashion Blogger-turned-Entrepreneur depends on for turning followers into customers. Qualitative analysis of interviews provides evidence for blogging being a gateway to entrepreneurship. By understanding the Fashion Blogger-turned-Entrepreneur, this study may aid individuals in developing strategies for transitioning their blogs to businesses, whether it be as a Full-time Fashion Blogger or a Retail Fashion Blogger.

English

ISBN: 9798708709752Subjects--Topical Terms:

3829031
Graphic designers.
Subjects--Index Terms:

Social media

Entrepreneurship Through the Use of Social Media: An Exploration of the Blogger-Turned-Entrepreneur Phenomenon in the Fashion Industry /
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520 $a The Blogger-Turned-Entrepreneur Phenomenon has contributed to the continued increase of Social Media Marketing (SMM) across industries. Population growth, increased garment consumption (result of fast fashion), and rapid growth in social media in the last decade have influenced the ongoing evolution in the blogosphere, more specifically the fashion blogosphere. Businesses have realized that using social media as a marketing tool can drastically increase their reach for potential customers, while allowing them more intimate, real-time interaction with their current customers. By partnering with Fashion Bloggers, Digital Content Creators, and Influencers as part of their marketing mix, companies can reach a considerably larger population and grow their customer base. This growth can be attributed to S-commerce and e-WOM in the form of product reviews and ratings. Product reviews and ratings are often viewed as more trustworthy, when they come from someone who is not associated with the company.Most of the research on personal blogs focuses on the blogger's behaviors. Those that focus specifically on Fashion Blogging use qualitative methods for collecting data mostly through interviews and focus groups. Other empirical studies investigate the top-rated fashion bloggers' blogsites and Social Media Platforms (SMPs). Few studies on Fashion Blogging/Bloggers investigate the entrepreneurial aspects of Fashion Blogging. The current study encompasses the intersection between the Blogger Behavior literature, Social Media studies, and the Fashion Blogging academic literature. This study defines Entrepreneurs as Fashion Bloggers who have turned their blogs into registered businesses and use this as a method to earn an income. More to the point, this study investigates individuals who build personal brands into productive businesses, whether through the blog or a freestanding business started as a result of blogging.The current study utilizes quantitative and qualitative methods. To identify the characteristics, motivations, and behaviors of Fashion Bloggers, a survey instrument was used to collect data from three populations: Part-time Fashion Bloggers, Full-time Fashion Bloggers, and Retail Fashion Bloggers. Part-time Fashion Bloggers (PFB) are defined as individuals who do not blog as a main source of income, Full-time Fashion Bloggers (FFB) are those that blog as a main source of income, and Retail Fashion Bloggers (RFB) are those that own a business, separate from their blogs, but influenced by the blog. The survey includes demographic questions, along with questions on motivations to blog, social media usage, the amount of time spent on blogging activities, and the amount of time spent blogging before transitioning to business owner. Results of the survey indicate Fashion Bloggers are mostly motivated to blog to share their ideas and help others. The results suggest that fashion bloggers are transitioning their blogs to businesses at a faster rate in recent years than is seen before the start of social media platforms (SMPs) like Pinterest and Instagram. It was also found that Instagram is the most used SMP among Fashion Bloggers at any level. The top three social media platforms used are Facebook, Pinterest, and Instagram. The results reveal that the number of followers on the blog does not influence the ability to transition to a full-time entrepreneur.For the qualitative portion of this study, in-depth interviews are used to further investigate the key activities and attributes that influences the Fashion Blogger's ability to transition to entrepreneurs. Furthermore, the research sets out to understand that pivotal moment when the decision to start the business occurs. Only FFBs and RFBs are interviewed as part of the study. Qualitative analysis of the interviewees identified that it takes an average of 2-5 years after starting the blog to transition to a business owner. Interviews with FFBs and RFBs reveal that it is not necessary to quit a traditional full-time job to operate a full-time business. (However, most do quit their traditional full-time jobs.) Building relationships with brands is highly valued by FFBs, as sponsorships, collaborations and partnerships are a main source for how they earn an income. According to interviewees, Instagram is where the initial contact happens between bloggers and brands to develop paid sponsorships or partnerships and collaborations.Collaborating with other bloggers and businesses (for RFBs) proves beneficial to the overall growth of the brand (blog and freestanding business). Qualitative analysis reveals that neither formal training in blogging nor business is required to be an entrepreneur of this capacity. Bloggers attribute their successful, full-time entrepreneur transition to instilling a trusting relationship between the blogger and the audience that builds their customer base. Authenticity is a commonly used term by Fashion Bloggers. Being authentic in their approach to blogging and sharing content via social media is what their audience values and is how they build trusting relationships. This trusting relationship is what the Fashion Blogger-turned-Entrepreneur depends on for turning followers into customers. Qualitative analysis of interviews provides evidence for blogging being a gateway to entrepreneurship. By understanding the Fashion Blogger-turned-Entrepreneur, this study may aid individuals in developing strategies for transitioning their blogs to businesses, whether it be as a Full-time Fashion Blogger or a Retail Fashion Blogger.
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