Tastemakers? Influential Consumers in Aestheticized Product Markets

Pierre-Yann Dolbec, York University, Canada
Eileen Fischer , York University, Canada
We explore practices of influential consumers and their followers in the outfit sharing site Lookbook.nu. Influentials gain influence through curated combinations of personal narratives, market resources and cultural resources. Followers of influentials co-create with them a taste structure that is an alternative to that in the mainstream fashion market.
[ to cite ]:
Pierre-Yann Dolbec and Eileen Fischer (2012) ,"Tastemakers? Influential Consumers in Aestheticized Product Markets", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 81-84.