The impact of personal identity and intimacy on the use of social media

Sergeant, Sandra A. (2014) The impact of personal identity and intimacy on the use of social media. Masters by Research thesis, Queensland University of Technology.

Abstract

Personal identity and intimacy levels change over time and this can influence the way consumers buy and use goods and services. This thesis examined how levels of personal identity and intimacy influence the use of social media by consumers of different ages. A survey of 208 users of facebook demonstrated that consumers with weak levels of personal identity use social media to increase their identity and popularity, while consumers with strong levels of personal identity use social media for self-expression. Consumers with high intimacy levels use social media for socian connection and social investigation.

Impact and interest:

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842 since deposited on 24 Feb 2014
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ID Code: 67647
Item Type: QUT Thesis (Masters by Research)
Supervisor: Russell-Bennett, Rebekah & Neale, Larry
Keywords: personal identity, initimacy, uses and gratification, life span, social media
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 24 Feb 2014 02:27
Last Modified: 01 Sep 2015 22:21

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