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
Tuition Myopia: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education
Haewon Yoon, Indiana University, USA
Yang Yang, University of Florida, USA
Carey K. Morewedge, Boston University, USA
Neural pattern similarity reveals brand equity
Feng Sheng, University of Pennsylvania, USA
Michael Platt, University of Pennsylvania, USA
Assuming Ordinality: Best-to-Worst Inferences in Vertical Lists
Mathew S. Isaac, Seattle University
SHAILENDRA PRATAP JAIN, University of Washington, USA