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Piliu, A. (2017) A comparative study on the Chinese consumers' perceptions towards Western and Chinese fashion bloggers in the luxury products industry. [Dissertation (University of Nottingham only)]

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Abstract

Purpose – The aim of this dissertation is to provide an understanding of the perceptions of the Chinese female consumers concerning both the Western and Chinese female fashion bloggers in the Luxury product Industry.

Design/methodology/approach – A phenomenological study was undertaken that involved individual in-depth interviews with female Chinese consumers aged 20-29 years old, belonging to the upper-middle class, interested in luxury fashion products and reading fashion blogs.

Findings – This research provides insights into how the fashion bloggers’ phenomenon is perceived by the Chinese female consumers in the luxury products industry, particularly gaining insights into the Chinese’s view of both the Western and the Chinese fashion bloggers. Two main categories of fashion bloggers were discovered to be the most acknowledged by participants: the professionals and the Wǎnghóng. Regarding fashion bloggers in the luxury products industry, a general mistrust of fashion bloggers who sponsor products on their accounts was found to impact negatively on consumers' vision towards these influencers. Moreover, it turned out that while the Western fashion bloggers were look up to by consumers as models from which to get inspired, the Chinese ones were seen as more similar, and therefore familiar and accessible. Furthermore, factors such as the Chinese depiction of the woman and the luxury products were find influential in shaping the consumers’ opinions regarding the fashion bloggers. Despite a desire for modernization and internalization, the Chinese consumers’ thoughts resulted ultimately affected by the traditional Chinese culture.

Originality/value – This exploratory study sheds light on the perception of the Chinese female consumers towards the fashion blogs’ phenomenon. By doing so, it is of interest of marketers, the fashion luxury industry, or researchers interested in broadening their understanding on this topic. In doing so, it could led the fashion luxury industries to update and enhance their strategies in the communication of their products’ information to the Chinese consumers’ audience.

Item Type:	Dissertation (University of Nottingham only)
Keywords:	China, Women, Consumers, Fashion, Luxury, Fashion Bloggers
Depositing User:	Piliu, Ambra
Date Deposited:	10 Apr 2018 13:50
Last Modified:	17 Apr 2018 15:18
URI:	https://eprints.nottingham.ac.uk/id/eprint/45496

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