Gediminas Guzelis

Characterising Successful Fashion Blogs and Their Evaluation Metrics Gediminas Guzelis

This thesis was written in response to the enormous growth of fashion blogs particularly in the last five years. Blogs cover a variety of fashion topics and are based on the belief that a demonstration of the whole fashion creating process from the primary idea to commercialisation is advantageous for all participants: the artist, the audience and the art itself (Knight, 2006). Fashion blogs are explored in-depth to identify measurements for audience engagement. The purpose of this thesis is to identify the main characteristics of successful and engaging fashion blogs, to check their usability in practice, and to determine useful metrics to define customer engagement. Finally, we aim to exploit the implications for practitioners based on a synthesis of the research findings and suggestions from the literature.