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



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