#4610. The influence of perceived benefit on structural, cognitive and relational social capital in fashion blogs; the study of female users

August 2026publication date
Proposal available till 19-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Business and International Management;
Marketing;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №4610.1 Contract №4610.2 Contract №4610.3 Contract №4610.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
The purpose of this study is to investigate (1) how female blog users perceived benefits (i.e. perceived usefulness, perceived enjoyment, community identification and perceived norm of reciprocity) influence their perceived social capital on fashion blogs, (2) the influence of structural social capital and cognitive social capital on users relational social capital and (3) the influence of relational social capital on blog loyalty. The result indicated that perceived usefulness and the norm of reciprocity led to the development of cognitive social capital, while community identification and the norm of reciprocity led to the development of structural social capital. This study provides insights for a fashion brand marketing strategy that uses fashion blogs to target relevant consumers. It helps firms to understand the factors that lead people to embed their resources in a blog and to learn how the different perceived benefits impact blog users contributions to the community.
Keywords:
Blog; Fashion; Loyalty; Motivation; Social capital

Contacts :
0