.... The empirical material consists of observational data including blog texts and audience comments of six popular fashion blogs in Finland. Findings Findings indicate that although not as varied as organic, amplified eWOM content in consumer fashion blogs resembles organic content. The main topics discussed...

... on women between 50 and 63 years of age, living in Finland and buying clothing with their own money for personal use. The study contributes knowledge on the buying behaviour of mature people in two ways: first, by offering empirical insights into how mature women buy clothing, and, second, by presenting...