Navigating person-branding in the fashion blogosphere
Bibliographic Data
| ID | 23173565 |
|---|---|
| Authors | Marie-Pier Delisle (Ivanhoe Energy (Canada)), Marie-Agnès Parmentier (,), Marie‐agnès Parmentier (0009-0006-2552-0557, HEC Montréal, corresponding author) |
| Year | 2016 |
| Volume | 7 |
| Issue | 3 |
| Pages | 211-224 |
| Publication date | 2016-07-02 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Global Fashion Marketing (JOURNAL) |
| Journal identifiers | ISSN: 2093-2685 • E-ISSN: 2325-4483 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/20932685.2016.1167619 |
| OpenAlex | W2371921482 |
| Language | EN |
| Citations received | 12 |
| References cited | 32 |
Fashion blogs have received much attention since their emergence in 2002. Yet, little is known about how fashion bloggers succeed or fail in building their brand in the fashion industry. This article examines how fashion bloggers navigate person-brand building by focusing on how fashion bloggers accumulate – or fail to accumulate – status and audience, on the basis of a new form of capital and construct: person-brand capital. Based on an 18-month netnography in the fashion blogosphere and a Bourdieuian theoretical approach, we find that to build a strong person-brand, fashion bloggers must engage in at least two sets of practices that help fuel person-brand capital. Fashion bloggers must signal that they belong to and play a valuable role in the field of fashion and in the subfield of blogging. Our findings also demonstrate that engaging in practices rooted in either a lack of cultural capital in the field of fashion or weak social capital in the subfield of blogging can hinder person-brand capital development. Overall, our research provides insight into successful person-brand building in the fashion blogosphere and offers implications for fashion brands that want to benefit from the unique showcase that they can offer.
Advertising · Art · Blogosphere · Business · Capital (architecture) · Construct (python library) · Field (mathematics) · Netnography · Political science · Public relations · Social capital · Social media · Social science · Sociology · The Internet · Visual arts · World Wide Web · Computer Science · Consumer Behavior in Brand Consumption and Identification · Cultural Industries and Urban Development · Marketing · Social and Cultural Dynamics
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| Unique citing works | 12 |
|---|---|
| Citations per year | 1.71 |
| Citation span | 2019 - 2026 (8) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 11 |