scholarly journals Social Media Era Consumers' Identity Formation: A Symbolic Interactionist Approach to Consumer-Brand Identity Co-creation

2019 ◽  
Author(s):  
Kassandra Ross ◽  
Young-A Lee
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Brand Identity ◽  
Symbolic Interactionist ◽  
Interactionist Approach

scholarly journals Who really creates the place brand? Considering the role of user generated content in creating and communicating a place identity

1970 ◽  
pp. 9-24
Author(s):  
Heather Skinner
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Formation Process ◽  
Brand Image ◽  
Place Identity ◽  
Brand Identity ◽  
Identity Creation ◽  
Unique Event ◽  
Local Municipality ◽  
Place Brand

This paper explores online and social media users’ contributions to place identity creation, challenging the role and importance of various actors in the place brand identity and place brand image formation process. Findings arise from a content analysis of 149 separate photographs of a unique event that takes place on the Greek island of Corfu as part of the Orthodox Easter festival. Findings are also informed by autoethnographic reflexivity from the researcher’s own participation in and observation of the event, and 84 images from the researcher’s own photographic record of the event. Comparisons are drawn between social media users’ images and those communicated by the local Municipality through 7 relevant images reproduced in the official Easter on Corfu brochure. The images uploaded by social media users were not vastly different in terms of content from those of the local authority, and were also similar to those taken by the researcher. Perhaps it may be time for place branders to not only voluntarily give up their perceptions of control over at least part of the identity formation process and encourage contributions from wider stakeholders, but to no longer perceive them as mere consumers of the brand, but also as its co-creators. However, this will require another shift in academic understanding of place brand identity and place brand image, which may be difficult to achieve considering that there has only recently been reached a certain level of agreement within the extant literature about the various definitions of terms associated with these constructs.

EXTENDING THE LUXURY EXPERIENCE TO SOCIAL MEDIA COCREATION OF BRAND IDENTITY IN A BRANDED EXHIBITION

2017 ◽  
Vol 2017 ◽  
pp. 266-267
Author(s):  
Elina Koivisto ◽  
◽  
Pekka Mattila ◽  
Elina Korpela ◽  
Laura Perjo
Keyword(s):  
Social Media ◽  
Brand Identity

'How Does the ASEAN Region Localize International Brands?’ A Multidimensional Analysis of Thai TV ads

2020 ◽  
Author(s):  
Thiti Nawapan ◽  
◽  
Remart P. Dumlao ◽  
Keyword(s):  
Social Media ◽  
Third Space ◽  
The Philippines ◽  
Southeast Asian ◽  
Cultural Representation ◽  
Multidimensional Analysis ◽  
Brand Identity ◽  
Identity Positioning ◽  
Asian Context ◽  
The Impact

In intercultural scholarship, there is a considerable number of studies that explores the impact and effect of culturally oriented social media (see Koda 2014, 2016; Mendoza 2010). Of these studies, however, there is a paucity of understanding on how social media becomes a third space of cultural representation, especially in the Southeast Asian context (Dumlao and Wattakan 2020; Feng 2009; Kalscheuer 2008). Drawing from insights connected to inter-semiosis by Kress and Van Leeuwen (1996) and SF-MDA by O’Halloran (2011), therefore, this paper explores the glocalization process and its inclination to cultural representation, and thus creating new discursive forms of identities, by looking at Thai TV ads from January 2019 to December 2019. Two Thai TV ads were purposively chosen from international beverage companies. To capture the glocalization and cultural representation, we compared these with TV ads from other countries, namely, the Philippines, and the U.S.A. Through content and multidimensional analysis, the findings suggest that commercials construct glocal identities through several factors and incidences. These incidences and factors support and provide understanding for brand identity positioning, which itself describes the intersemiosis of elements within contemporary consumer cultures. Implications of this study are discussed in the paper.

Konflikt- und Rückzugspotentiale in spätkapitalistischen Gesellschaften / Potentials of Conflict and Withdrawal in Late Capitalist Societies

1973 ◽  
Vol 2 (4) ◽  
Author(s):  
Rainer Döbert ◽  
Gertrud Nunner-Winkler
Keyword(s):  
Phase I ◽  
Identity Formation ◽  
The Political ◽  
Behavior Patterns ◽  
Drug Addicts ◽  
Cultural Changes ◽  
Cultural System ◽  
Differential Behavior ◽  
Interactionist Approach ◽  
Student Revolt

AbstractLate capitalist societies increasingly prove incapable of generating the modal personality that would correspond to the imperatives under which the political and economic subsystems operate. This is due to a process of the sharpening of the crisis of adolescence in which system-dysfunctional solutions are gaining ground. In terms of the interactionist approach the problem specific to the adolescent phase, i. e. the problem of identity formation, becomes one of coming to grips with the cultural system; this in turn, prompted by a series of socio-cultural changes, lays bare the immanent structural difficulties of the bourgeois legitimation system. Differentiated ways of solving this crisis correspond to various processes of a selective thematization of the contents of the cultural system and thereby to differential behavior patterns (e. g. student revolt, hippies, drug-addicts, Jesus-People, withdrawal).

scholarly journals Role Commitment and Role Maintenance Strategies: A Symbolic interactionist Approach to Volunteering

2021 ◽  
Vol 12 (1) ◽  
Author(s):  
Behnam Behnia
Keyword(s):  
Social Role ◽  
Dyadic Interaction ◽  
Volunteer Work ◽  
Symbolic Interactionist ◽  
Maintenance Strategies ◽  
The Social ◽  
Role Commitment ◽  
Interactionist Approach ◽  
Satisfaction With Volunteering

There are numerous reports on the rates of attrition among volunteers as a persistent challenge for organizations. In explaining volunteer attrition, researchers have predominantly: 1) provided an individualistic account of volunteering; 2) overlooked the interactional dimension of volunteer work and the crucial role of interpretation in its development; and 3) assumed commitment as a function of satisfaction with volunteering experience. Drawing on the theoretical insights of a symbolic interactionist approach, this article contends that volunteers’ role commitment hinges on their satisfaction with their interpretation of their interaction with clients, rather than the interaction itself. This perspective calls attention to the volunteer-client dyadic interaction, gives a prominent place to the social role and its definition, and draws attention to strategies used by volunteers to sustain challenging relationship with clients. RÉSUMÉIl existe de nombreux rapports sur les pourcentages de bénévoles perdus et le défi que ces pertes posent pour les organismes. Pour expliquer ces bénévoles perdus, les chercheurs ont surtout : 1) fourni des comptes rendus individualistes du bénévolat; 2) ignoré la dimension interactionnelle du bénévolat et le rôle crucial de l’interprétation dans le développement des interactions; et 3) pris pour acquis l’engagement comme indice de satisfaction des bénévoles. Se fondant sur la perspective théorique offerte par l’interactionnisme symbolique, cet article maintient que l’engagement des bénévoles dépend de la manière dont ils interprètent leurs interactions avec les clients plutôt que des interactions elles-mêmes. Cette perspective met l’accent sur l’interaction dyadique entre le bénévole et le client, donne une place de choix au rôle social et à sa définition, et attire l’attention sur les stratégies employées par les bénévoles pour gérer des rapports parfois difficiles avec leurs clients.

Visually communicating brand heritage on social media: champagne on Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joshua Butcher ◽  
Fabien Pecot
Keyword(s):  
Social Media ◽  
Visual Cues ◽  
Brand Identity ◽  
Marketing Concept ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Visual Elements ◽  
Open Coding ◽  
Single Category ◽  
Brand Heritage

Purpose This paper aims to investigate how the abstract marketing concept of brand heritage is operationalized through visual elements on social media. Design/methodology/approach A mixed-methods approach combines interviews with marketing experts, a focus group with specialized academics, an open coding of Instagram images and the systematic coding of 800 images of eight champagne brands (company-generated content). Findings The study identifies 20 brand heritage codes (e.g. groupings of brand heritage visual cues with homogenous meanings). These codes are combined in three different factors (brand symbols, product legacy and consumption rituals) that discriminate between brands. Research limitations/implications The paper offers a description of what brand heritage looks like in practice. This visual operationalization of brand heritage is based on a single category, a limitation that further research can address. The results also contribute to research on visual brand identity and provide practical insights for the management of brand heritage at the product brand level. Originality/value This paper bridges the gap between the strategic management of brand heritage as a resource and the way it is concretely made available to the consumers.

Social Media and Identity

2019 ◽  
pp. 1365-1386
Author(s):  
Erika Melonashi
Keyword(s):  
Social Media ◽  
Identity Development ◽  
Identity Formation ◽  
Political Identity ◽  
Empirical Studies ◽  
Future Research ◽  
Theoretical Frameworks ◽  
The Relationship ◽  
Media And Identity

The present chapter aims to explore the relationship between social media and identity by reviewing theoretical frameworks as well as empirical studies on the topic. Considering the complexity of the concept of identity, a multidisciplinary theoretical approach is provided, including Psychological Theories, Sociological Theories and Communication Theories. These theories are revisited in the context of online identity formation and communication through social media. Different aspects of identity such as gender identity, professional identity, political identity etc., are discussed and illustrated through empirical studies in the field. Moreover, the role of social media as a factor that might either promote or hinder identity development is also discussed (e.g., phenomena such as cyber-bulling and internet addiction). Finally recommendations and suggestions for future research are provided, including the need for multidisciplinary theoretical frameworks to the investigation of the relationships between social media and identity.

scholarly journals “I Wish I was Wearing a Filter Right Now”: An Exploration of Identity Formation and Subjectivity of 10- and 11-Year Olds’ Social Media Use

2020 ◽  
Vol 6 (4) ◽  
pp. 205630512096515
Author(s):  
Claire Kathryn Pescott
Keyword(s):  
Social Media ◽  
Young Children ◽  
Focus Groups ◽  
Identity Formation ◽  
Primary Schools ◽  
Media Use ◽  
Subjective Experiences ◽  
Social Media Use ◽  
Emotional Resilience

Social media use is changing the experience of socialization for younger children, as they are heavy adopters of these platforms despite the terms of service being 13 years of age. This research recruited eight Year 6 focus groups in four primary schools and employed a range of activities to explore their views surrounding social media. Results indicate that young children are aware of overt dangers, such as catfishing, but may experience negative subjective experiences when interacting on social media. This was particularly apparent in the discussions around Snapchat filters (digital overlays placed over photographs). It is necessary to address emotional resilience in response to this.

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Teresa Fernandes ◽  
Inês Inverneiro
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Holistic Model ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Social Media Platforms ◽  
Use Of Social Media

Purpose Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions. Design/methodology/approach Data was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents. Findings Findings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty. Originality/value Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials’ loyalty.

Sign in / Sign up

Export Citation Format

Share Document