This research paper will examine the role that social media plays in fashion merchandising. Every fashion and clothing company must create a branded image to market to its consumers, while also differentiating themselves from other brands available in the market. An integral part of this process is utilizing social media in the most informed way possible. This paper will explore how companies use lifestyle blogs to brand and market their product more successfully, and how those blogs integrate social media. Data will be collected through analysis of hashtags, brand keywords, and sentiment analysis over a period of one month. Through examining which promotional tools are most effective, this paper will develop a perspective on how blogs affect the relationship between brand and consumption.
