Towards a Better Understanding of the Role of Social Media in the Processes of Independent and Interdependent Identity Construction
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.
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.
Gachoucha Kretz, ISC Paris, France
Benjamin Voyer, ESCP Europe, UK
NA - Advances in Consumer Research Volume 40 | 2012
Stacy Wood, North Carolina State University
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Kate Kooi, University of Miami, USA
Caglar Irmak, University of Miami, USA
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Iina Ikonen, Vrije Universiteit Amsterdam
Aylin Aydinli, Vrije Universiteit Amsterdam
Peeter Verlegh, Vrije Universiteit Amsterdam