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

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.
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https://hal-hec.archives-ouvertes.fr/hal-00577792
Contributor : Antoine Haldemann <>
Submitted on : Thursday, March 17, 2011 - 2:46:58 PM
Last modification on : Tuesday, December 10, 2019 - 10:28:04 AM

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  • HAL Id : hal-00577792, version 1

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

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