Social media and social identity in the millennial generation

Helal, Guida and Ozuem, Wilson (2019) Social media and social identity in the millennial generation. In: Bowen, Gordon and Ozuem, Wilson, (eds.) Leveraging computer-mediated marketing environments. IGI Global, Pennsylvania, US, pp. 43-82.

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Official URL: https://doi.org/10.4018/978-1-5225-7344-9.ch003

Abstract

The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits consumption of that brand guarantees. Social media has assumed an integral role in fostering brand-customer relationships that ultimately augment social identity. The following chapter examines the role social media has played on brand perceptions in the fashion apparel and accessories industry from a social identity theory perspective. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programs.

Item Type: Book Section
Publisher: IGI Global
ISSN: 2327-5502
ISBN: 9781522573449
Departments: Business
Additional Information: Guida Helal (American University of Beirut, Lebanon) and Wilson Ozuem (University of Cumbria, UK). Chapter 3 within book.
Depositing User: Anna Lupton
Date Deposited: 25 Jan 2019 15:34
Last Modified: 25 Jan 2019 15:44
URI: http://insight.cumbria.ac.uk/id/eprint/4421

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