Q10. Social Media Agency: Exploring the Role of Social Media Structures in Shaping Consumers’ Identity Projects
Drawing on the mediatization theory (Hjarvard 2008), this study analyzes the role of social media in shaping consumers’ online identity projects. Our qualitative empirical investigation contributes to the consumer identity literature by examining how three YouTube structures create unique tensions for consumers that affect their identity projects.
Citation:
Gabrielle Patry-Beaudoin and Jay Handelman (2018) ,"Q10. Social Media Agency: Exploring the Role of Social Media Structures in Shaping Consumers’ Identity Projects", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 924-924.
Authors
Gabrielle Patry-Beaudoin, Queens University, Canada
Jay Handelman, Queens University, Canada
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Remind Me of What I Have: Thinking about a Favorite Possession Mitigates the Negative Impact of Inequality on Subjective Well-being
(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Anirban Mukhopadhyay, Hong Kong University of Science and Technology
Featured
Mere and Near Completion
Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA
Featured
The Effect of Bariatric Surgery on Delay Discounting for Food and Money: A Longitudinal Study
Ratnalekha Venkata Naga Viswanadham, INSEAD, France
Hilke Plassmann, INSEAD, France
Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France