Fashion blogging has become a new way of branding. Indeed, a number of major fashion brands have embraced blogging and other forms of social-media engagement, using them to connect to their consumers or reach out to potential customers (Colliander & Dahlen, 2011). Even though fashion blogging is now one of the most popular advertising tools for many fashion brands, few studies have examined the dynamics of blogs in terms of consumer perception and behavior. Only a small number of research studies on blogs to date have focused on blogger motivations (Huang, Shen, Lin, & Chang, 2007), blog content (Chu & Kamal, 2008), and socialmedia marketing narratives (Kozinets et al., 2010).