Blogs de moda como fonte de informação das consumidoras jovens de João Pessoa
The fashion blogs bring as proposed in its publications address issues surrounding the world of fashion, becoming a source of information for the consumer, and having as one of its main public youth. Thus, this study aims to analyze the fashion blogs as a source of information for the consumption of adolescents in Joao Pessoa. This is a qualitative, exploratory, with the object of study young women living in Joao Pessoa and readers of fashion blogs. To collect the data we used two focus groups, following a script prepared by the researcher, in addition, we used secondary data collection. For the analysis we used the method of discourse analysis, in order to assess the 'lines' of study participants. From the analysis was perceived attendance of girls in reading fashion blogs, for part of the study participants actual contact with blogging occurs sporadically, but for them it is not necessary that there be no direct contact for interaction. For the study participants the elements considered most important for choosing and reading a fashion blog are the opinion maker style and structure of the blog. The information contained in these blogs have great impact on the buying decision of young people so that their decisions are likely to be taken in accordance with the publications contained therein. Additionally, all respondents in the study have already made a purchase based on information contained in the blogs, the bloggers in this way serve as a reference group for their readers, influencing them in the buying process.
FONTES DE INFORMAÇÃO, COMPORTAMENTO DO CONSUMIDOR, MARKETING
Networked Digital Library of Theses and Dissertations