Branding Identity*: Facebook, Brands and Self Construction

Branding Identity*: Facebook, Brands and Self Construction

Geraldina Roberti (University of L’Aquila, Italy) and Alberto Marinelli (Sapienza University of Rome, Italy)
DOI: 10.4018/978-1-61350-338-6.ch008
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Such processes seem to be emphasized by Social Network Sites; in this chapter we analyze a sample of posts published on Facebook by fans of successful brands, in order to try and understand if consumption is more related to individuals’ identities and expressions or if it is still connected to the product itself and its qualities. We will try to observe the dynamics of brand appropriation and the mechanisms through which individuals include lovemarks (Roberts, 2006) among the identity resources they use to express themselves and to experiment - with no substantial differences between mediated and face to face relationships - their experience in the world.
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Identity As A Project2

The feeling of insecurity and precariousness which runs through the postmodern age - and which makes it so difficult to schematize - has deep repercussions on the most important social processes, and first of all, on the construction of identities. In fact, the apparently irreversible crisis of the traditional systems of meaning allows individuals to develop new experiences and gives them a lot of freedom in the design of their own life-path; at the same time, though, it deprives subjects of any solid social anchorage and exposes them to instability and uncertainty.

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Editorial Advisory Board
Table of Contents
Francesca Comunello
Francesca Comunello
Chapter 1
Sorin Adam Matei, Robert J. Bruno
This chapter discusses the emergence of social media, especially wiki environments, as collaborative knowledge tools that function within a given... Sample PDF
Individualist Motivators and Community Functional Constraints in Social Media: The Case of Wikis and Wikipedia
Chapter 2
Jenny Kennedy
This chapter proposes the concept of “networked spaces” as a strategy for resolving the problematic binary of online and offline. Networked spaces... Sample PDF
Conceptualizing Social Interactions in Networked Spaces
Chapter 3
José María Zavala Pérez
The rise of individualism and the enhanced prominence of subjectivity that challenge inherited identities and references entail the achievement of... Sample PDF
Registry Culture and Networked Sociability: Building Individual Identity through Information Records
Chapter 4
Romana Andò
One of the latest developments in audience research deals with the analysis of the views and opinions that individuals express in the social media... Sample PDF
The Challenge of Audience Research on Web 2.0: The Possibilities, Problems and Perspectives of Sentiment Analysis
Chapter 5
Miriam J. Metzger, Christo Wilson, Rebekah A. Pure, Ben Y. Zhao
A deep understanding of user social interaction in social network sites (SNSs) can provide important insights into questions of human social and... Sample PDF
Invisible Interactions: What Latent Social Interaction Can Tell Us about Social Relationships in Social Network Sites
Chapter 6
Sonja Utz
This chapter compares the SNS use of Dutch students across time and platforms. Between 2009 (n = 194) and 2010 (n = 212), many users migrated from... Sample PDF
Social Network Site Use among Dutch Students: Effects of Time and Platform
Chapter 7
Bernadette Kneidinger
This chapter discusses the potential of social network sites (SNS) as sources for both social feedback and trial platforms for social behavioral... Sample PDF
Sociability in Social Network Sites: Facebook as Trial Platform for Social Behavioral Patterns
Chapter 8
Geraldina Roberti, Alberto Marinelli
Such processes seem to be emphasized by Social Network Sites; in this chapter we analyze a sample of posts published on Facebook by fans of... Sample PDF
Branding Identity*: Facebook, Brands and Self Construction
Chapter 9
Martin Berg
Taking its point of departure in a critical discussion of the imagined dividing line between physical and digital spaces, this chapter demonstrates... Sample PDF
Checking in at the Urban Playground: Digital Geographies and Electronic Flâneurs
Chapter 10
Thomas J. Johnson, Shannon L. Bichard, Weiwu Zhang
This study uses an online panel of Internet users to examine the degree to which those who visit U.S. political websites and blogs practice... Sample PDF
Revived and Refreshed: Selective Exposure to Blogs and Political Web Sites for Political Information
Chapter 11
Barbara K. Kaye, Thomas J. Johnson
This study examined the influence of motivations for, and reliance, on social network sites on selective exposure (purposely seeking agreeable... Sample PDF
Net Gain?: Selective Exposure and Selective Avoidance of Social Network Sites
Chapter 12
Alessandro Lovari, Lorenza Parisi
The aim of this chapter is to describe how the use of social media, especially the use of social network sites, is influencing public communication... Sample PDF
Public Administrations and Citizens 2.0: Exploring Digital Public Communication Strategies and Civic Interaction within Italian Municipality Pages on Facebook
Chapter 13
Paul Emerson Teusner
This chapter offers a contribution to the ongoing research into networked individualism in late modern society from the perspective of religion... Sample PDF
Networked Individualism, Constructions of Community and Religious Identity: The Case of Emerging Church Bloggers in Australia
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