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

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.



Citation:

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.

Authors

Benoit-Mykolas Savignac, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada
Jean-Sébastien Marcoux, HEC Montreal, Canada



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More

Featured

When Taking Action Means Accepting Responsibility: Omission Bias Predicts Reluctance to Vaccinate Due to Greater Anticipated Culpability for Negative Side Effects

Gary Sherman, Stony Brook University
Stacey R Finkelstein, Stony Brook University
Beth Vallen, Vilanova University, USA
Paul M Connell, Stony Brook University
Kristen Feemster, Vaccine Education Center at Children’s Hospital of Philadelphia and University of Pennsylvania, Perelman School of Medicine, USA

Read More

Featured

C5. Krabby Patties, Kelp Chips, or KitKats?: Exploring the Depictions of Food Featured in Children’s Television Shows  

Kathy Tian, University of Illinois at Urbana-Champaign, USA
Regina Ahn, University of Illinois at Urbana-Champaign, USA
Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.