The I Online - Identity Conceptualisation in Social Media and the Implications for Online Marketing Communications

Abstract: Purpose: To determine which, why and how social media tools are used by young adults to conceptualise identity/identities online, the extent of such activity and the implications for online marketing communications. Literature review: New internet technologies have altered the way brands and consumers interact with power shifting from organisations to consumers’. Social media allows users the possibility of creating and maintaining multiple identities making the task of locating them increasingly difficult for marketers. In reality we adopt several aspects of self but the extent of this behaviour online is little researched. For marketers to understand and successfully target their audience it is necessary to also understand individual uses and gratifications of online interaction. Methodology: The research undertakes a qualitative data collection. Primarily a pilot study was undertaken. Thereafter primary data for the main study was collected through in-depth interviews and secondary data was collected from academic literature and reports. Findings: The social media tools adopted are motivated by respondents private and career interests. Self representation is apparent and differs between sites regarding what part of their identity to disclose and conceal. Status, empowerment and reputation are important motivators for the respondents’ social media interaction, through which we also discover their central uses and gratifications of social media. In terms of brand interaction we discover various ways in which twoway online communication between both users and brands is greatly appreciated. Conclusion: Through social media tools, young adults choose to disclose different parts of their self depending on the uses and gratifications of the site. Both communication among peers and direct brand communication are important when adopting brands. Although they are individualistic, peergroup support does play a role in their online interactions. Motivations for young adults online are immediacy, empowerment and the creation and management of identity. For marketers the challenge lies in regaining partial control by motivating consumer interaction.