This study assesses the fashion blogging content and what type(s) of content categories attract SNS users’ attention on Chinese social networking sites via content analysis and eye-tracking methods. Fashion bloggers need to optimize their content strategies to remain outstanding in competitive online environments. Based on literature review, we generated five content codes social fashion blogging posts, and examine the effect of the posts based on fixation count, the duration, and time to first fixation. Study one categorised posts themes into the codes. Then examine and analysis the frequently used content, how these influence on audience attention through includes total fixation duration (TFD), fixation count (FC) and time to first fixation (TFF). The findings could provide guides for fashion bloggers to generate more effective and engagement content to audiences.

ABSTRACT
 Introduction
 Literature review
  FASHION BLOGGERS’ CONTENT STRATEGIES
  ATTENTION TOWARDS CONTENT
 Research method
  CONTENT ANALYSIS
  EYE TRACKING APPROACH
  PARTICIPANTS
  APPARATUS
  RESEARCH PROCEDURE
 Conclusion
 References

• Jiayan Huang(University of Manchester, UK)
• Yao Yao(University of Manchester, UK)
• Rosy Boardman(University of Manchester, UK)
• Claudia Henninger(University of Manchester, UK)
• Delia Vazquez(University of Manchester, UK)