Branding Identity*: Facebook, Brands and Self Construction

Geraldina Roberti (University of L’Aquila, Italy) and Alberto Marinelli (Sapienza University of Rome, Italy)

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DOI: 10.4018/978-1-61350-338-6.ch008

Source title: Networked Sociability and Individualism: Technology for Personal and Professional Relationships

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MLA

Roberti, Geraldina and Alberto Marinelli. "Branding Identity*: Facebook, Brands and Self Construction." Networked Sociability and Individualism: Technology for Personal and Professional Relationships. IGI Global, 2012. 147-168. Web. 18 May. 2013. doi:10.4018/978-1-61350-338-6.ch008

APA

Roberti, G., & Marinelli, A. (2012). Branding Identity*: Facebook, Brands and Self Construction. In F. Comunello (Ed.), Networked Sociability and Individualism: Technology for Personal and Professional Relationships (pp. 147-168). Hershey, PA: Information Science Reference. doi:10.4018/978-1-61350-338-6.ch008

Chicago

Roberti, Geraldina and Alberto Marinelli. "Branding Identity*: Facebook, Brands and Self Construction." In Networked Sociability and Individualism: Technology for Personal and Professional Relationships, ed. Francesca Comunello, 147-168 (2012), accessed May 18, 2013. doi:10.4018/978-1-61350-338-6.ch008

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Abstract

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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