The Business of Blogging: The Influence Cultural Entrepreneurs have on Products Sales - Specifically Fashion Bloggers

Why Fashion Blogging and Why It Matters?
Can you imagine turning an online hobby into a lucrative career? The business of fashion blogging has gained popularity in the recent years due to the introduction of user generating content platforms such as- Facebook, Instagram, Twitter, WordPress, and YouTube. Online blogging resources have become the main source of income for many creative individuals around the world. Chiara Ferragni, the pioneer of fashion blogging has turned her blog ‘The Blonde Salad’ into a global business. Ferragini is projected to generate revenues of 6 million euros in the upcoming year. Out of the projected revenue million will be generated from her blog alone (Harris, 2014). Ferragini is not the only blogger making a seven figure salary off her online presence. There are currently over 152 million blogs on the World Wide Web generating unique content  that “serve to bridge the gap between the demand for information and the rate at which information is supplied” ( Eger,2014). We are currently living in the information era where the consumers have become the producers, and in a society where we are in constant search for new information. The blogosphere serves as a creative platform that fosters a participatory culture, through peer to peer collaboration.

The creation of new applications, and web base platforms serve as agents between brands, bloggers and their target audience. Our society is exposed to product advertisements on a daily bases, ironically we are shifting away from the traditional ad campaigns we once use to see. Brands are now collaborating with bloggers as part of their business strategy. A blogger can now charge brands anywhere between $100.00 to over $5000.00 for a single blog post, in exchange for online exposure. The business of fashion blogging has become an economical phenomenon that has introduced a new form of selling and marketing products to the public.

Research Question and Hypothesis
A further analysis of the contributors of the blogosphere will help validate the hypothesis that influencers are highly important for fashion brands in the 21 century. Our research question aims to understand how cultural entrepreneurs influence products sales - specifically fashion bloggers.

Methods
Methods for this theoretical research will consist of quantitative generalize results from a larger sample population derived from the art discipline. An in-depth literature review will be required to further understanding what the current trends are relating to the topic of blogging. As suggested, a short case study on Chaiara Ferragni will be conducted to understand how this blogger has turned her presence on the internet into a world renowned name generating millions in product sales .As part of the research methods a series of five question will be prepared for a local fashion boutiques who is currently collaborating with bloggers to promote their products. Receiving industry insight combined with the other research methods will be extremely helpful in the validation of the research hypotheses.

'''Engagement Questions:'''

1. Why does your brand want to collaborate with fashion bloggers?

2. What are the pros and cons of collaborating with fashion \]blogger?

'''Exploration Questions:'''

3. Do you think people are more prone to buying a product if a fashion blogger is promoting it ?

4. Have you seen an increase in sales since beginning to collaborate with local bloggers?

'''Exit Questions:'''

5. Is there anything else you would like to say about the influence a fashion blogger has on the marketing and selling of products?

 Type of Research Question  '''

1 .Engagement questions: presented the participant (Boutique Owner ) to the topic and establish a sense of comfort to the topic of discussion

2. Exploration questions: will be used to gain a deeper understanding of the point of view of the participant and reach the focal point of the discussion.

3. Exit question: Will be used as a method to evaluate if any important topics where missed throughout the discussion.

The questions will be carefully structure and worded in a way that avoided a yes or no responds. The questions will be open-ended and focused on the specific topic in order to avoid confusion. Asking the right questions will be crucial to the success of the research.

Key Topics to Consider
·       Consumerism

·       Participatory Culture

·       Social Media Influencers

·       Fashion Blogs and Product Collaborations in Digital Networks

·       Cultural Inversion

·       Cultural and Creative Entrepreneurs

·       Peer to Peer Production

== '''Potential Research Resources''' == For Mini Case Study

Dunn, Carey,. (2014) How one fashion blogger is on track to earn almost 8 million a year. Retrieved from http://www.fastcodesign.com/3035472/fast-feed/how-one-fashion-blogger-is-on-track-to-earn-almost-8-million-a-year

Strugatz, Rachel (2014). The Business of Blogging. Retrieved from http://wwd.com/business-news/digital/bloggers-to-business-8032726/

CBC NEW (2015). Chiara Ferragni Fashion Blogger Becomes 8 million dollar business. Retrieved form http://www.cbsnews.com/news/chiara-ferragni-fashion-blogger-became-8-million-dollar-business/

Keinan, Anat., Maslauskaite, Kristina., Crener, Sandrine and Dessai, Vincent. The Blonde Salad. Retrieved from http://www.hbs.edu/faculty/Pages/item.aspx?num=48520

For Theoretical Research

Adam Hyde et al., 2012. ‘What is collaboration anyway?’, in Michael Mandiberg, The social media reader. New York: NYU Press, pp. 53-67 - http://bit .ly/1MoPLfc

Harris, Aleesha., (August 2,2014). Cashing in on style: The business of fashion blogging. Retrieved from http://www.vancouversun.com/life/fashion-beauty/Cashing+style+business+fashion+blogging/10083989/story.html

Khan, Humayun ( 2015). 4 Creative ways to promote your product through an influential fashion blogger. Retrieved from

Michel Bauwens, 2005. ‘The political economy of peer production’, CTheory, 1 -

http://bit .ly/1UsdiBH

Matthew, Krtistem ( January, 21, 2014). How are Fashion Brands Working With Bloggers? - The Outreach Marketer. Retrieved form http://theoutreachmarketer.com/how-are-fashion-brands-working-with-bloggers/

Marwick, A. (2013). They’re really profound women, they’re entrepreneurs”: Conceptions of authenticity in fashion blogging. In 7th International AIII Conference on Weblogs and Social Media, July (Vol. 8).