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.
|Title of host publication||Proceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data|
|Editors||Klemens Knöferle, Luk Warlop, Bendik Samuelsen|
|Number of pages||7|
|Place of Publication||Brussels|
|Publisher||European Marketing Academy. EMAC|
|Publication status||Published - 2016|
|Event||EMAC 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway|
Duration: 24 May 2016 → 27 May 2016
|Location||BI Norwegian Business School|
|Period||24/05/2016 → 27/05/2016|
Bibliographical noteCBS Library does not have access to the material
Erz, A., Gyrd-Jones, R., & Heeris Christensen, A-B. (2016). “I Blog so I Become”: Studying the Transformational Power of Fashion Blogging on Consumer Bloggers’ Self-concepts. In K. Knöferle, L. Warlop, & B. Samuelsen (Eds.), Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data European Marketing Academy. EMAC.