... of fashion and social media. Design/methodology/approach – A netnography of the content produced by 18 fashion bloggers in Sweden was conducted. Content analysis of this material was used to map how consumption objects, in terms of fashion brands, were integrated in activities taking place on blogs...

...Marianne Kulmala; Nina Mesiranta; Pekka Tuominen Purpose In the past few years fashion blogs have become a popular form of user‐generated content, and consequently, the fashion industry has shown great interest in fashion blog marketing. The purpose of this paper is to describe and analyze...