Towards a Better Understanding of the Role of Social Media in the Processes of Independent and Interdependent Identity Construction

Gachoucha Kretz, ISC Paris, France
Benjamin Voyer, ESCP Europe, UK
We explore the way customers of fashion and luxury goods use social media for identity construction, using a netnography on 30 weblogs and followed by 20 offline in-depth interviews. We offer a typology of users of weblogs and social networks through “characters” based on these different identity functions.
[ to cite ]:
Gachoucha Kretz and Benjamin Voyer (2012) ,"Towards a Better Understanding of the Role of Social Media in the Processes of Independent and Interdependent Identity Construction", 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: 587-588.