CHAPTER 5

Source 3: Self-Oriented Social Media Brand

The third source of social media brand relates to the customers’ experiences and two strands of connection: the “self” concept (actual and ideal) and the social self. In this sense, customers express their interest in experiences that resonate with their life style. With their personal or professional goals or that help to facilitate and organize their daily activities.

Self-Sourcing

What is the role of the brand in the transformation of customer acknowledgment to actualization?

Overall, this is the customers’ self-reflective perspective on consumption practices in social media. Consumption in social media is frequently motivated by the customers’ needs in relation to self-actualization, ...

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