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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Gachoucha Kretz, 2010. ""Pixelize Me!": A Semiotic Approach of Self-digitalization in Fashion Blogs," Post-Print hal-00577792, HAL.
    • Handle: RePEc:hal:journl:hal-00577792
    as

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    Cited by:

    1. Christel de Lassus & Maria Mercanti-Guérin, 2013. "I buy your product when I feel I know you: using blog disclosure to influence consumers," Post-Print hal-02054911, HAL.
    2. Christel de Lassus & Maria Mercanti-Guérin, 2014. "Persuader l'internaute en exposant volontairement sa vie privée Le cas des blogueuses de mode," Post-Print hal-02054888, HAL.
    3. Claire Roederer & Marc Filser, 2011. "e-voicing an opinion on a brand," Post-Print hal-00600695, HAL.

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