Personal branding through Fashion blogging and its impact on Consumers

Abstract

This research paper sets out to examine the influence of personal branding and fashion bloggers on our shopping habits and perceptions of fashion in the digital realm. It is noted that fashion bloggers act as influential online friends, imparting style tips and introducing us to new fashion trends and brands. The study underscores the importance of building a strong personal brand, with a focus on authenticity and expertise as key factors in gaining the trust of an audience. The paper also highlights the impact of fashion bloggers on consumer behaviour, demonstrating their ability to shape preferences and create a sense of trust that often surpasses traditional advertising methods. The study emphasises the interconnected relationship between personal branding, fashion blogging, and consumer decision-making, showcasing the profound impact they have on the digital fashion landscape.