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dc.contributor.advisorHurley, Daviden
dc.contributor.authorKeenan, Leonoraen
dc.date.accessioned2016-02-22T12:07:16Z
dc.date.available2016-02-22T12:07:16Z
dc.date.issued2015
dc.identifier.citationKeenan, L. (2015). An investigation into the impact of Irish fashion bloggers on the creation of brand awareness amongst women aged 18-35. Masters Thesis, Dublin Business School.en
dc.identifier.urihttp://hdl.handle.net/10788/2863
dc.description.abstractBlogs are a relatively modern, increasingly popular phenomenon, and with the number of bloggers growing every day, it has undoubtedly become a very important vehicle for communication and expression. With blogs now being used for commercial purposes, it is important to ascertain the real impact of blogs in this regard and their true potential if used properly. This dissertation examines the relationship between Irish fashion-related blogs and the creation of brand awareness among women aged 18 to 35 and its subsequent effect on brand attitude and purchase intention. The researcher used a survey method to gather information from the chosen sample. The survey was distributed using Qualtrics and was taken by 53 respondents. Both primary and secondary research were used for the purpose of this dissertation and various frameworks are discussed in the literature review. The results of the study confirmed that Irish fashion-related blogs do have a considerable influence on the creation of brand awareness as well as brand attitude and purchase intention. Going forward, blogs should be considered as a viable option for companies looking to advertise products and services to a specific audience, which can be reached through popular bloggers, and the commercial relationship between bloggers and companies remains to be explored and developed. Author Keywords: Blog marketing, brand awareness, purchase intention.en
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.urihttp://esource.dbs.ie/copyright
dc.subjectMarketingen
dc.subjectElectronic commerceen
dc.titleAn investigation into the impact of Irish fashion bloggers on the creation of brand awareness amongst women aged 18-35en
dc.typeThesisen
dc.rights.holderCopyright: The authoren
dc.type.degreenameMSc Marketing with Digital Mediaen
dc.type.degreelevelMScen


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