Dressing Up for Social Media. A study on how consumers’ virtual identities are perceived by others

Sammanfattning: Abstract This study aims to provide a description of how significant others interpret and comprehend female Instagram identities that is signalling through expressive brand consumption. It contributes to several areas of research within social media, branding and identity. To analyse how branded possessions are used as an interpretation of identity in social media, a three parts model for understanding virtual identities is suggested. The three parts includes other people, objects and real self and its relation to the social self. Through the use of focus groups with young female Instagram users, an understanding of how virtual identity can be perceived is developed. Findings were discovered about identity perception on Instagram through impression management, possession and grooming rituals, stereotypes and brand personality’s ability to “rub off”.