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
Social Sharing of Negative Emotions in Virtual Travel Communities
Clara Koetz, Rennes School of Business
Anke Piepenbrink, Rennes School of Business
K13. When Does Humor Increase Sharing?
John Yi, University of Arizona, USA
Caleb Warren, University of Arizona, USA
L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase
Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University