Paper Title :Influence of Fashion Bloggers on The Purchase Decisions of Indian Internet Users-an Exploratory Study

Author :Namesh Malarout, Dasharathraj K Shetty

Article Citation :Namesh Malarout ,Dasharathraj K Shetty , (2016 ) " Influence of Fashion Bloggers on The Purchase Decisions of Indian Internet Users-an Exploratory Study " , International Journal of Management and Applied Science (IJMAS) , pp. 27-33, Volume-2,Issue-12, Special Issue-1

Abstract : This paper presents the results of an exploratory study that was conducted to find out if fashion bloggers can influence their followers to purchase branded products and also to find if they can create awareness about the latest trends among these social media users. The study infers that women constitute the major part of followers of fashion bloggers. Most of the followers are unmarried and believe that bloggers have a positive influence on their buying behavior of branded products. Key terms- Fashion, Purchase decisions, Blogging, Vlogs, and Link logs.

Type : Research paper

Published : Volume-2,Issue-12, Special Issue-1

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