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Identity Construction through Consumer Collectives: A qualitative study on how consumers construct their identity within the beauty community on Tiktok

Rammasi, Isabella LU and Pétursdóttir, Karólína LU (2022) BUSN39 20221
Department of Business Administration
Abstract
The study aims to develop an understanding of how consumers construct their identities through online communities on social media platforms. The paper will specifically look into the platform Tiktok, and moreover how consumers construct their identities within the beauty community on the platform. The findings of the study demonstrate how consumers within the beauty community on Tiktok are seeking inspiration and recommendations about beauty products from others on the platform in their quest to enhance their own identity. Accordingly, the other members provide them with visualization of their future selves as well as providing the products they endorse with symbolic meanings, making them more desirable. The consumers are linked together... (More)
The study aims to develop an understanding of how consumers construct their identities through online communities on social media platforms. The paper will specifically look into the platform Tiktok, and moreover how consumers construct their identities within the beauty community on the platform. The findings of the study demonstrate how consumers within the beauty community on Tiktok are seeking inspiration and recommendations about beauty products from others on the platform in their quest to enhance their own identity. Accordingly, the other members provide them with visualization of their future selves as well as providing the products they endorse with symbolic meanings, making them more desirable. The consumers are linked together by their interest in beauty where the commitment does not lie in specific brands, but to the community itself. (Less)
Please use this url to cite or link to this publication:
author
Rammasi, Isabella LU and Pétursdóttir, Karólína LU
supervisor
organization
course
BUSN39 20221
year
type
H1 - Master's Degree (One Year)
subject
keywords
Tiktok, Identity Creation, Consumer Collectives, Beauty Products, Consumer Tribes, Subcultures
language
English
id
9094613
date added to LUP
2022-07-01 12:37:35
date last changed
2022-07-01 12:37:35
@misc{9094613,
  abstract     = {{The study aims to develop an understanding of how consumers construct their identities through online communities on social media platforms. The paper will specifically look into the platform Tiktok, and moreover how consumers construct their identities within the beauty community on the platform. The findings of the study demonstrate how consumers within the beauty community on Tiktok are seeking inspiration and recommendations about beauty products from others on the platform in their quest to enhance their own identity. Accordingly, the other members provide them with visualization of their future selves as well as providing the products they endorse with symbolic meanings, making them more desirable. The consumers are linked together by their interest in beauty where the commitment does not lie in specific brands, but to the community itself.}},
  author       = {{Rammasi, Isabella and Pétursdóttir, Karólína}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Identity Construction through Consumer Collectives: A qualitative study on how consumers construct their identity within the beauty community on Tiktok}},
  year         = {{2022}},
}