This post is sponsored but all opinions are my own: does fashion blogging offer an authentic voice? An investigation into the credibility of fashion blogger sponsored content and blogger perspectives on the tensions between authenticity and commercialisation

Dr Helen Dargie
This study investigates the impact of commercial sponsorship upon fashion blogging, a form of digital communication that has become important in influencing online consumer behaviour. Fashion companies appreciate the marketing value of blogs and have utilised them to their own advantage. As a result, the fashion blogosphere has become increasingly commercialised. Existing research into changes in fashion blogging has generally focused upon the attitudes and perspectives of blog readers. Relatively little research investigates the attitude...
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