"Pixelize Me!": A Semiotic Approach of Self-digitalization in Fashion Blogs - Archive ouverte HAL Access content directly
Journal Articles Advances in Consumer Research Year : 2010

"Pixelize Me!": A Semiotic Approach of Self-digitalization in Fashion Blogs

(1)
1

Abstract

Drawing on Jensen Schau and Gilly's findings (2003) on selfpresentation on personal webspaces, the purpose of this research is to get a better description of how consumers self digitalize on personal webspaces using specific digital stimuli. Using a semiotic approach on fashion blogs, we demonstrate that consumers selfdigitalize to generate authenticity, caricature, fiction or artefact. Strategies employed pertain to exemplarity, "mise-en-scène", "digital likeness" or "brand overwhelming". Possible impacts on brand relationship management are further developed, for example, brandconsumer association through self-stereotypes.
Not file

Dates and versions

hal-00577792 , version 1 (17-03-2011)

Identifiers

  • HAL Id : hal-00577792 , version 1

Cite

Gachoucha Kretz. "Pixelize Me!": A Semiotic Approach of Self-digitalization in Fashion Blogs. Advances in Consumer Research, 2010, Vol.37, p. 393-399. ⟨hal-00577792⟩

Collections

HEC CNRS
225 View
0 Download

Share

Gmail Facebook Twitter LinkedIn More