A retrospective commentary: How fashion blogs function as a marketing tool to influence consumer behavior: Evidence from Norway

This retrospective commentary for the article “How Fashion Blogs Function as a Marketing Tool to Influence Consumer Behaviour: Evidence from Norway” explores the valuable and unique insights that has caused its high impact contribution in literature. The commentary looks back on what ignited the interest in the research topic and how shifts in social media habits and technology trends have changed the blogosphere and increased bloggers influence on consumers. The introduction of the term “influencer” and the emergence of influencer marketing are supporting factors that shows how the research subject has evolved and grown in impact since its publication. It further analyses other contributing factors to its success such as its unique scope and exploring the topic from the reader, the fashion bloggers and the company’s perspective. Lastly, the commentary includes other articles that are complimentary to the research and explains how the scope and explorative design has enabled it to be relevant to a multitude of research questions, with a final analysis of the practical implications of the research from the perspective of fashion marketing strategy.