Understanding identity in a digital reality

Abstract: Title Understanding identity in a digital reality: An explorative study of consumers’ identity negotiations through images on Instagram Course Code BUSN39 Global Marketing Authors Anna Hallner & Yasmine Ströberg Supervisor Ph. D Marcus Klasson & Jon Bertilsson Keywords Identity, Consumer, Self, Instagram, Personal branding, Digital Culture Purpose The purpose of this thesis is to empirically explore the depth and complexity of how consumers negotiate their identity project in a digital culture through images with publicity as a dimension. Methodology As the researchers are taking an existential-phenomenological and a pragmatic approach, the focus lies on social actions and lived experiences on Instagram. This was conducted through in-depth semi-structured interviews and photo-elicitation. Theoretical perspective We have looked at theories within the fields of Consumer Culture Theory where we bridge the literature of Symbolic interactionism, Postmodernism and Identity and Personal Branding in a Digital Culture. Empirical findings The empirical findings showed how consumers in a digital culture act as billboards and brand managers, since they strategically manage their personal brand to receive confirmation and publicity in forms of likes. The consumers strive to show themselves in a favourable way by sharing positive and interesting events. This has created fabricated images and consumers experience difficulties to find true identities on Instagram. Conclusions Among the participants, we could see a greater need to seek publicity value through their own personal brand both through temporary interactions and from friends. Consumers modify their identity by creating fabricated images on Instagram. This has led to a one-dimension where everyone seems to have perfect lives. Consequently, this brings anxiety, pressure and competition.