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

Gachoucha Kretz
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Gachoucha Kretz: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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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.

Keywords: Consumers attitudes; product management; semiotics; blogs; social media (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (3)

Published in Advances in Consumer Research, 2010, Vol.37, p. 393-399

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00577792

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