Effect of psychological closeness on consumer attitudes toward fashion blogs: the moderating effect of fashion leadership and interpersonal LOV

This study examines the influence of psychological closeness to a personal fashionblogger on individuals¡¯ attitude toward a fashion blog and purchase intention towardthe fashion products displayed by the blogger, while examining fashion leadership(Gutman & Mills, 1982) and List of Values (LOV; Kahle, 1983) interpersonal values asmoderators. A convenience sample of 171 female college students in a US universityprovided usable responses to the survey. Findings from hierarchical regression analysis show that consumers¡¯ perceptions of psychological closeness to a blogger affect their attitude toward the blog and their purchase intentions toward the fashion products displayed by the blogger. Fashion leadership was found to be a critical moderatingfactor that influences the relationship between consumer connection to a blogger andconsumer responses. Implications for both researchers and marketers and suggestions for future studies are discussed.