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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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Submitted on : Thursday, March 17, 2011 - 2:46:58 PM
Last modification on : Saturday, June 25, 2022 - 10:51:47 AM


  • HAL Id : hal-00577792, version 1




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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