Consumer-Bloggers Mobilized in Marketing Campaigns: a Study of Opinion Leaders’ Authenticity Management in a Streetwear Community

Benoit-Mykolas Savignac, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada
Jean-Sébastien Marcoux, HEC Montreal, Canada
Our research addresses how bloggers influential among streetwear and skateboard aficionados manage their authenticity through online presentations of self as they participate in marketing campaigns. Our findings from netnographic and ethnographic data reveal five main practices that consumer-bloggers use in constructing selves they consider authentic.
[ to cite ]:
Benoit-Mykolas Savignac, Marie-Agnès Parmentier, and Jean-Sébastien Marcoux (2012) ,"Consumer-Bloggers Mobilized in Marketing Campaigns: a Study of Opinion Leaders’ Authenticity Management in a Streetwear Community", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 81-84.