“I Blog so I Become”: Studying the Transformational Power of Fashion Blogging on Consumer Bloggers’ Self-concepts

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

This study adopts an identity perspective to explore the transformational power of fashion blogging on consumer bloggers’ self-concepts. Blog post data and in-depth interviews reveal the changing self-concept of consumers who have started fashion blogging out of curiosity or boredom but, through a gradual process of transformation in close interaction with various stakeholders, conceive themselves as ‘brands in their own right’. This change does not come without struggles, and exploration of the self is not pursued at all expenses. Our findings contribute to a better academic and practical understanding of consumer bloggers in the fashion industry.
OriginalsprogEngelsk
TitelProceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data
RedaktørerKlemens Knöferle, Luk Warlop, Bendik Samuelsen
Antal sider7
UdgivelsesstedBrussels
ForlagEuropean Marketing Academy. EMAC
Publikationsdato2016
ISBN (Trykt)9788282472852
StatusUdgivet - 2016
BegivenhedThe 45th EMAC Annual Conference 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norge
Varighed: 24 maj 201627 maj 2016
Konferencens nummer: 45
http://www.emac2016.org/

Konference

KonferenceThe 45th EMAC Annual Conference 2016
Nummer45
LokationBI Norwegian Business School
LandNorge
ByOslo
Periode24/05/201627/05/2016
Internetadresse
NavnProceedings of the European Marketing Academy
ISSN2709-1589

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