Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Social Media and Social Identity in the Millennial Generation

Social Media and Social Identity in the Millennial Generation
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Author(s): Guida Helal (American University of Beirut, Lebanon)and Wilson Ozuem (University of Cumbria, UK)
Copyright: 2019
Pages: 40
Source title: Leveraging Computer-Mediated Marketing Environments
Source Author(s)/Editor(s): Gordon Bowen (Regent's University London, UK)and Wilson Ozuem (University of Cumbria, UK)
DOI: 10.4018/978-1-5225-7344-9.ch003


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The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits consumption of that brand guarantees. Social media has assumed an integral role in fostering brand-customer relationships that ultimately augment social identity. The following chapter examines the role social media has played on brand perceptions in the fashion apparel and accessories industry from a social identity theory perspective. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programs.

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