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

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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.
Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy (EMAC) Conference : Marketing in the Age of Data
EditorsKlemens Knöferle, Luk Warlop, Bendik Samuelsen
Number of pages7
Place of PublicationBrussels
PublisherEuropean Marketing Academy. EMAC
Publication date2016
ISBN (Print)9788282472852
Publication statusPublished - 2016
EventThe 45th EMAC Annual Conference 2016: Marketing in the Age of Data - BI Norwegian Business School, Oslo, Norway
Duration: 24 May 201627 May 2016
Conference number: 45


ConferenceThe 45th EMAC Annual Conference 2016
LocationBI Norwegian Business School
Internet address
SeriesProceedings of the European Marketing Academy

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