Wykorzystanie bloga internetowego jako nowoczesnego narzędzia służącego do kreowania wizerunku wybranych polskich firm w branży modowej
The use of the internet blog as a modern tool to create the image of selected Polish companies in the fashion industry

Summary/Abstract: The aim of this article was to show the potential of the fashion blog and to analyse the use of the fashion blog as a tool for building image strategy of selected companies from the fashion industry in the years 2012–2023. This analysis was based on research studies, fashion blogs, and press articles concerning, among others, the activity of Polish fashion bloggers in the years 2009–2023, and ways of promoting companies operating in the clothing industry online. Answers were sought to the following research questions: 1) what were the circumstances of the emergence of fashion blogs in Poland between 2012 and 2023 and were they used quite often by Polish fashion companies as a communication tool? 2) what were the characteristics of the presented content on blogs and how were the blogs of Polish female owners of fashion companies managed? 3) to what extent did the activity of female fashion bloggers influence the recognition of own and co-founder brands? 4) what was the extent of influence of fashion blogs on consumer behaviour between 2010 and 2023? The following research methods were used in the study: quantitative, historical, behavioural, decision-making and comparative analysis. The analysis made it possible to conclude that fashion blogs had a significant impact on promoting the image of fashion bloggers brands. The blog was perceived as an effective information channel with a high potential for creating image content for companies in the fashion industry.

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