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Resumo

This article examines personal Web sites as a conspicuous form of consumer self-presentation. Using theories of self-presentation, possessions, and computer-mediated environments (CMEs), we investigate the ways in which consumers construct identities by digitally associating themselves with signs, symbols, material objects, and places. Specifically, the issues of interest include why consumers create personal Web sites, what consumers want to communicate, what strategies they devise to achieve their goal of self-presentation, and how those Web space strategies compare to the self-presentation strategies of real life (RL). The data reveal insights into the strategies behind constructing a digital self, projecting a digital likeness, digitally associating as a new form of possession, and reorganizing linear narrative structures.