%0 Journal Article %T "Pixelize Me!": A Semiotic Approach of Self-digitalization in Fashion Blogs %+ Groupement de Recherche et d'Etudes en Gestion à HEC (GREGH) %A Kretz, Gachoucha %Z http://www.acrwebsite.org/volumes/display.asp?id=15468 %< avec comité de lecture %J Advances in Consumer Research %I The Association for Consumer Research %V Vol.37 %P p. 393-399 %8 2010 %D 2010 %K Consumers attitudes %K product management %K semiotics %K blogs %K social media %Z Humanities and Social Sciences/Business administrationJournal articles %X 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. %G English %L hal-00577792 %U https://hec.hal.science/hal-00577792 %~ SHS %~ HEC %~ CNRS