Abstract
AbstractNowadays consumers can express their identities not only through their possessions and buying behavior, but also using social media and digital networks. This article aims to understand these digital consumer behaviors by focusing on identity strength and the identity signaling phenomenon. We develop a conceptual model that combines internal and external factors to explain the intensity and content of digital identity-related behaviors. We use the example of gender identity to build our research propositions, as gender is one of the most frequently and intensely debated identities in online consumer discussions. Further, we propose how digital and offline identity signaling behaviors are intertwined, and discuss the online behaviors of trans consumers. In doing so, our conceptual work highlights the unique features of digital identity signaling behaviors as well as the complexity of identities, including gender, and provides useful insights for researchers and marketers.
Funder
Katholische Universität Eichstätt-Ingolstadt
Publisher
Springer Science and Business Media LLC
Reference87 articles.
1. Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45–57.
2. Back, M. D., Stopfer, J. M., Vazire, S., Gaddis, S., Schmukle, S. C., Egloff, B., & Gosling, S. D. (2010). Facebook profiles reflect actual personality, not self-idealization. Psychological Science, 21, 372–374.
3. Banet-Weiser, S. (2018). Empowered: Popular feminism and popular misogyny. Duke University Press.
4. Baynes, C. (2019). Gillette advert prompts furious conservatives to throw away razors in protest at effort to tackle toxic masculinity. Independent. Retrieved December 15, 2020 from https://www.independent.co.uk/news/gillette-advert-backlash-men-throw-away-razors-toxic-masculinity-metoo-a8730386.html
5. Becker, J. C., & Wagner, U. (2009). Doing gender differently—The interplay of strength of gender identification and content of gender identity in predicting women’s endorsement of sexist beliefs. European Journal of Social Psychology, 39(4), 487–508.