Influência de blogs de moda na decisão de compra: o caso Chata de Galocha

Abstract

The advent of blogs has brought a transformation in today's content production modes. And people who used to live in anonymity suddenly became reference points of opinion in the most varied fields. For example, in fashion, where bloggers became a reference for many readers. Faced with the observation of this phenomenon, the following problem arose: fashion blogs influence consumers' purchasing decisions? This article presents results of an empirical research carried out with Chata de Galocha, fashion blog anchored by Luísa Ferreira. The main objective of the work is to understand how the public of these blogs is influenced by the content created by the blogger. Throughout the work is presented a study on the emergence of blogs, fashion blogs on the rise in Brazil, as well as a study of the YouTube platform and how this corroborated in the process of expansion of the blogosphere, given the coupling of vlogs, video variant of publishing blogging systems. To substantiate the contextualization of the theme, a brief study is presented on fashion and its influence and how it has reached the present day. The theorical references for the development of the article are Lipovestky, for writings about fashion and consumption in contemporary times, and Hewitt for his research on blogs and their revolution.