HAL will be down for maintenance from Friday, June 10 at 4pm through Monday, June 13 at 9am. More information
Skip to Main content Skip to Navigation
Journal articles

"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.
Document type :
Journal articles
Complete list of metadata

https://hal-hec.archives-ouvertes.fr/hal-00577792
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Thursday, March 17, 2011 - 2:46:58 PM
Last modification on : Tuesday, December 10, 2019 - 10:28:04 AM

Identifiers

  • HAL Id : hal-00577792, version 1

Collections

Citation

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⟩

Share

Metrics

Record views

222