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
Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer
Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong
When Less is More - How Making Products More Personal Can Decrease Purchase Intention
Michael Schulz, University of Cologne
Attentional Breadth Affects In-store Exploration and Unplanned Purchasing
Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen