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.
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.
Gabrielle Patry-Beaudoin, Queens University, Canada
Jay Handelman, Queens University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal
Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School
O9. The Role of Numerical Identification in Customer Reaction toward Service Failure
JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication
Moon-Yong Kim, Hankuk University of Foreign Studies