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
Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework
Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA
Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA
Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses
Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University