Identity Influence in Consumer Behavior on the Internet

Abstract

Consumers today have several ways to express who they are, including social media and digital networks in addition to their assets and purchasing habits. The identity signalling phenomena and identity strength are the main topics of this essay, which seeks to comprehend these digital consumer behaviors. To explain the scope and nature of behaviors associated with digital identities, the authors build a conceptual model that integrates internal and external influences. They base the study hypotheses on the example of gender identification because it is one of the topics that is discussed the most and most heatedly in online consumer forums. Additionally, they analyse the internet habits of trans customers and propose how offline and online identity signalling behaviors are connected. This underlines the distinctive characteristics of digital identity signalling behaviors as well as the variety of identities, including gender, and offers insightful information for academics and marketers.