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Understanding identity in a digital reality

Ströberg, Yasmine LU and Hallner, Anna LU (2017) BUSN39 20171
Department of Business Administration
Abstract (Swedish)
Title
Understanding identity in a digital reality: An explorative study of consumers’ identity negotiations through images on Instagram

Course Code
BUSN39 Global Marketing

Authors
Anna Hallner & Yasmine Ströberg

Supervisor
Ph. D Marcus Klasson & Jon Bertilsson

Keywords
Identity, Consumer, Self, Instagram, Personal branding, Digital Culture

Purpose
The purpose of this thesis is to empirically explore the depth and complexity of how consumers negotiate their identity project in a digital culture through images with publicity as a dimension.

Methodology
As the researchers are taking an existential-phenomenological and a pragmatic approach, the focus lies on social actions and lived experiences on Instagram. This was... (More)
Title
Understanding identity in a digital reality: An explorative study of consumers’ identity negotiations through images on Instagram

Course Code
BUSN39 Global Marketing

Authors
Anna Hallner & Yasmine Ströberg

Supervisor
Ph. D Marcus Klasson & Jon Bertilsson

Keywords
Identity, Consumer, Self, Instagram, Personal branding, Digital Culture

Purpose
The purpose of this thesis is to empirically explore the depth and complexity of how consumers negotiate their identity project in a digital culture through images with publicity as a dimension.

Methodology
As the researchers are taking an existential-phenomenological and a pragmatic approach, the focus lies on social actions and lived experiences on Instagram. This was conducted through in-depth semi-structured interviews and photo-elicitation.

Theoretical perspective
We have looked at theories within the fields of Consumer Culture Theory where we bridge the literature of Symbolic interactionism, Postmodernism and Identity and Personal Branding in a Digital Culture.

Empirical findings
The empirical findings showed how consumers in a digital culture act as billboards and brand managers, since they strategically manage their personal brand to receive confirmation and publicity in forms of likes. The consumers strive to show themselves in a favourable way by sharing positive and interesting events. This has created fabricated images and consumers experience difficulties to find true identities on Instagram.

Conclusions
Among the participants, we could see a greater need to seek publicity value through their own personal brand both through temporary interactions and from friends. Consumers modify their identity by creating fabricated images on Instagram. This has led to a one-dimension where everyone seems to have perfect lives. Consequently, this brings anxiety, pressure and competition. (Less)
Please use this url to cite or link to this publication:
author
Ströberg, Yasmine LU and Hallner, Anna LU
supervisor
organization
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
Identity, Consumer, Self, Instagram, Personal branding, Digital Culture
language
English
id
8913151
date added to LUP
2017-06-30 11:30:36
date last changed
2017-06-30 11:30:36
@misc{8913151,
  abstract     = {Title
Understanding identity in a digital reality: An explorative study of consumers’ identity negotiations through images on Instagram

Course Code
BUSN39 Global Marketing
 
Authors
Anna Hallner & Yasmine Ströberg

Supervisor
Ph. D Marcus Klasson & Jon Bertilsson

Keywords
Identity, Consumer, Self, Instagram, Personal branding, Digital Culture

Purpose
The purpose of this thesis is to empirically explore the depth and complexity of how consumers negotiate their identity project in a digital culture through images with publicity as a dimension. 

Methodology
As the researchers are taking an existential-phenomenological and a pragmatic approach, the focus lies on social actions and lived experiences on Instagram. This was conducted through in-depth semi-structured interviews and photo-elicitation.

Theoretical perspective
We have looked at theories within the fields of Consumer Culture Theory where we bridge the literature of Symbolic interactionism, Postmodernism and Identity and Personal Branding in a Digital Culture.

Empirical findings
The empirical findings showed how consumers in a digital culture act as billboards and brand managers, since they strategically manage their personal brand to receive confirmation and publicity in forms of likes. The consumers strive to show themselves in a favourable way by sharing positive and interesting events. This has created fabricated images and consumers experience difficulties to find true identities on Instagram. 

Conclusions
Among the participants, we could see a greater need to seek publicity value through their own personal brand both through temporary interactions and from friends. Consumers modify their identity by creating fabricated images on Instagram. This has led to a one-dimension where everyone seems to have perfect lives. Consequently, this brings anxiety, pressure and competition.},
  author       = {Ströberg, Yasmine and Hallner, Anna},
  keyword      = {Identity,Consumer,Self,Instagram,Personal branding,Digital Culture},
  language     = {eng},
  note         = {Student Paper},
  title        = {Understanding identity in a digital reality},
  year         = {2017},
}