Fashion 2.0: the uses and gratifications of fashion blogs

There has been limited research in the field of fashion blogs. This study attempts to begin filling this void by examining fashion blogs from the user’s perspective as they relate to other forms of fashion media. From the uses and gratifications perspective, this study employs a qualitative investigation to identify the motivational factors for fashion blog use. A two-step process, made up from an initial online questionnaire and in-depth interviews was used. The online questionnaire was answered by 247 women between the ages of 18 and 35. Respondents for the second portion of the study, the in-depth interviews, were made up of 10 women who had previously participated in the questionnaire. Three new motivational factors were identified: habit, entrance, and retrieve/save content. Adhering to the belief that new media technologies supplement rather than succeed one another, these findings have been explained in relation to the use of fashion magazines.