The motives of Lebanese women followers of fashion blogs and pages on Instagram

Abstract

This research focused on the motivations Lebanese women have for following fashion blogs on Instagram. This study is important since we are lacking in Lebanon researches that focuses on the relationships between people and blogs on social media especially Instagram. Rather than focusing on the impact of the social media on people's lives, the researcher looked from the people's eye and examined their motives for following fashion blogs on Instagram. Using a survey with measures adapted from previous research on fashion blogs motivations, the researcher was able to discover the main reasons for following fashion blogs in Lebanon. The most important motivations were entertainment, specific inquiry, social surveillance, and accessibility. Additionally, this research indicated that the millennial generation (18-33 years old) made up the higher percentage of the participants' followers of fashion blogs and pages on Instagram. Moreover, this study examined the perceived credibility of fashion blogs and its impact on women's fashion choices and purchase intentions. The research based its study on credibility measurement scale adapted from previous studies to examine the perceived credibility of both blogs message and source. The findings of this study showed that credibility of fashion blogs is one of the key factors of fashion blogs influence on consumer behavior trends and their decision process of buying fashion products. These findings can help marketers who are currently focusing on targeting the millennial generation in order to better tailor the content of fashion blogs to fit this demographic and their needs. Further research should focus on qualitative methods that can allow the researcher to understand better consumers' insights and dig deeper into consumer needs.