Featured Research

from universities, journals, and other organizations

Fashion blogs: How do ordinary consumers harness social media to become style leaders?

Date:
January 15, 2013
Source:
Journal of Consumer Research, Inc.
Summary:
The Internet has given consumers the unprecedented opportunity to reach a mass audience and thereby advance their social position through displays of good taste, according to a new study.

The Internet has given consumers the unprecedented opportunity to reach a mass audience and thereby advance their social position through displays of good taste, according to a new study in the Journal of Consumer Research.

"Ordinary consumers were previously limited to sharing their views and tastes within their circle of friends and acquaintances, and only media professionals and others in powerful positions could reach a mass audience. But the Internet has made it possible for ordinary consumers to reach a mass audience or 'grab hold of the megaphone' through blogs, online review sites like Yelp, and user-generated content on sites like YouTube and Pinterest," write authors Edward F. McQuarrie (Santa Clara University), Jessica Miller (Southern Methodist University), and Barbara J. Phillips (University of Saskatchewan).

The authors studied fashion bloggers who have succeeded in gaining a mass audience and found that the Internet has made it possible to accumulate cultural capital through public displays of taste. Once a blogger has established a large audience through repeated displays of good taste, this audience begins to attract the attention of the fashion system, and this then provides social and economic resources to the blogger, further augmenting her audience.

This marks a departure in how we think about what consumers do online. Earlier studies focused on the development of virtual communities and highlighted consumer efforts to find like-minded others. The emphasis was on peer-to-peer communities, and what might be called the horizontal operation of taste, where taste displays serve to attract those who share one's cultural preferences.

"There are ordinary consumers who seek to gain a large audience rather than join a community of their peers, and they can do so by making venturesome displays of taste. Likewise, there are many consumers who are happy to provide that audience. Successful fashion bloggers have succeeded because they provided taste leadership. This serves as a reminder that hierarchy, and the elevation of a few above the many, remains a fact of life in contemporary society, at least within spheres such as fashion," the authors conclude.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Edward F. McQuarrie, Jessica Miller, Barbara J. Phillips. The Megaphone Effect: Taste and Audience in Fashion Blogging. Journal of Consumer Research, 2012; 000 DOI: 10.1086/669042

Cite This Page:

Journal of Consumer Research, Inc.. "Fashion blogs: How do ordinary consumers harness social media to become style leaders?." ScienceDaily. ScienceDaily, 15 January 2013. <www.sciencedaily.com/releases/2013/01/130115124355.htm>.
Journal of Consumer Research, Inc.. (2013, January 15). Fashion blogs: How do ordinary consumers harness social media to become style leaders?. ScienceDaily. Retrieved July 22, 2014 from www.sciencedaily.com/releases/2013/01/130115124355.htm
Journal of Consumer Research, Inc.. "Fashion blogs: How do ordinary consumers harness social media to become style leaders?." ScienceDaily. www.sciencedaily.com/releases/2013/01/130115124355.htm (accessed July 22, 2014).

Share This




More Computers & Math News

Tuesday, July 22, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Uruguayan Creates Chess Game for Multiple Opponents

Uruguayan Creates Chess Game for Multiple Opponents

AFP (July 19, 2014) It no longer takes two to play chess – or at least according to a new version of the game invented by Uruguayan Gabriel Baldi, where up to four opponents can play. Duration: 00:31 Video provided by AFP
Powered by NewsLook.com
Clock Ticks Down on Internet Speed Debate

Clock Ticks Down on Internet Speed Debate

Reuters - US Online Video (July 18, 2014) The FCC received more than 800,000 comments on whether and how internet speeds should be regulated, even crashing its system. Lily Jamali reports. Video provided by Reuters
Powered by NewsLook.com
Google Won't Call Games With In-App Add-Ons Free, Apple Will

Google Won't Call Games With In-App Add-Ons Free, Apple Will

Newsy (July 18, 2014) The European Commission asked Google and Apple not to label apps "free" if they include in-app purchases. Google has complied; Apple has resisted. Video provided by Newsy
Powered by NewsLook.com
Will 'Kindle Unlimited' Get Amazon In More Legal Trouble?

Will 'Kindle Unlimited' Get Amazon In More Legal Trouble?

Newsy (July 18, 2014) Amazon launched "Kindle Unlimited," and for $9.99/month, subscribers can read and listen to books. However, will this cause any legal issues? Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins