Trust and source credibility in consumer engagement : a fashion blog perspective.

Abstract

The purpose of this study was to explore the role of trust and credibility in consumer engagement (CE), as well the dimensions of consumer engagement relevant within the fashion blog context. A netnographic approach was applied, analyzing the content of a sample of influential fashion blogs, allowing themes to emerge from the data. The findings supported previous literature on trust and source credibility and confirmed the relevance of trust and credibility as an antecedent to engagement. A conceptual model was developed as an analytical tool for exploring the different dimensions of consumer engagement and by integrating social identity theories; this study provides further insight into the previously unsupported social dimension of CE. The findings of this study also led to the discovery of three dimensions of CE unique to the fashion blog context, cognitive behaviours, social behaviours, and social cognition. Overall, this thesis provided further insight into the developing theory of consumer engagement and validates fashion bloggers as an effective channel for marketing communications.