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Digital and social media have arguably altered the civic landscape, creating not only opportunities for civic voice and engagement but also distinct challenges. How do youth who are civically active think about activism and their own civic activities in this landscape? How does their sense of themselves as civic actors – the strength and salience of their civic identities – shape decisions to “speak up” online? In this chapter, we draw on data from interviews with civically active youth to explore connections between their civic identities and uptake of opportunities for voice online. Drawing on data from a follow-up study conducted two years after initial interviews, we also examine reported changes in online expression over time. We find that many – though not all – youth in our study appear to have strong civic identities, as indicated by their self-identification as “activists” and the centrality of voice to their conceptions of activism. We also observe connections between activist identification and online civic expression over time. Youths’ narratives about what informs their online voice decisions further suggest the relevance of forces that have influenced persistence in civic participation (such as life transitions, work, and family demands) in addition to pressures unique to the digital context (including online conflict and surveillance). This qualitative study suggests that strong civic identities may support uptake of, and persistence with, online civic expression and tolerance of related challenges. In the discussion, we consider implications for youth civic development and for the vitality and diversity of the digital civic sphere.

This study explores identity signaling used by an emerging class of knowledge celebrities in China – Knowledge Wanghong – who sell knowledge products on online platforms. Because identity signaling may involve constructing unique online identities and controlling over product-related and seller-related characteristics, the purpose of this study is two-fold: (1) to uncover different online identities of knowledge celebrities; and (2) to examine the extent to which the online identity type is associated with their product-related characteristics, seller-related characteristics and sales performance.

A unique data set was collected from a Chinese leading pay-for-knowledge platform – Zhihu – which featured the online profiles of tens of thousands of knowledge celebrities. Online identity types were derived from their self-edited content using Latent Dirichlet Allocation (LDA) topic modeling. Thereafter, their product-related characteristics, seller-related characteristics and respective sales performance were analyzed across different identity types using analysis of variance (ANOVA) and multiple-group linear regression.

Knowledge celebrities are clustered into four distinctive online identities: Mentor, Broker, Storyteller and Geek. Product-related characteristics, sell-related characteristics and sales performance varied across four different identities. Additionally, the online identity type moderated the relationships among their product-related characteristics, sell-related characteristics and sales performance.

As emerging-phenomenon-based research, this study extends related literature by using the notion of identity signaling to analyze a peculiar group of online celebrities who are setting an important trend in the pay-for-knowledge model in China.

This study aims to integrate and extend existing approaches from self-identity literature by examining the underexplored aspects of online private self-disclosure. The study first explores the experiential value co-created when consumers voluntarily self-disclose on public platforms. Second, it sheds light on what motivates such consumers to disclose private self-images and experiences, thus giving up some degree of privacy on an unrestricted platform.

This study conducted 65 laddering interviews and observed the profiles of ten consumers, who actively posted self-images on Instagram, through a netnographic study. Then, this study implemented a means-ends chain analysis on interview data.

This study found that online private self-disclosure can involve a co-created experiential value that consists of consumers’ self-affirmation, affective belief and emotional connection. These value components derive from three higher-order psychological consequences – empowerment, buffering offline inadequacy of self-worth and engagement – and four functional consequences – opportunity to learn, online control, self-brand authenticity and impression management.

Operationally, this study proposes that Instagram could be configured and synched with other social networking sites to provide a more complete representation of the online self. Using algorithms that simultaneously pull from other social networking sites can emotionally connect consumers to a more relevant and gratifying personalized experience. Additionally, managers could leverage the findings to tailor supporting tools to transfer consumers’ private self-disclosure skills learned during online communication into their offline settings.

This research contributes to the extant marketing literature by providing insights into how consumers can use private self-disclosure to co-create experiential value, an emerging concept in modern marketing that is key to attaining satisfied and loyal consumers. This study shows that, even in anonymous online settings, consumers are willing to self-disclose and progress to stable intimate exchanges of disclosure by breaking their inner repression and becoming more comfortable with releasing their desires in an emotional exchange.

In this chapter we discuss the implications social media have for the self-representation and identity formulation of professionals within organizations. Under the assumption that new, technology-mediated networking possibilities call for a reformulation of the boundaries between the professional and the private, we propose several avenues of investigation. The concept of “online personae” is also introduced in order to describe how managers may strive for equilibrium while balancing on and offline identities with impression management efforts.

Proceeding conceptually, we review the existing literature and practice of managerial social media use and delineate the challenges, or “tensions” professionals have to mitigate while expressing themselves online. This allows for a full exploration of digital interaction as a quest for equilibrium, between one’s professional and personal self-expression, but also between the management of one’s impression, and the emotional attachment to a social media profile.

We argue that social media may challenge current conceptions of managerial identity and work practices to a degree. Social media may demand different forms of representation both to inside and outside audiences, which can lead to the mediatization of both the professional and the organization, and call for a more conscious formulation of identity and management of impressions. We argue in particular that, within this context, online personae may serve as entities (through single or multiple accounts) delineating boundaries between the various roles managers are asked to perform within their professional and personal lives.

Managerial awareness toward a tool such as online personae may help in critically reflecting the embeddedness of managerial practice within social networks. A critical management of personae can also help in formulating identity-based strategies for gaining access and improving the quality of connections and interactions. Ultimately, as social media become a tool for workplace collaboration, the strategic thinking behind online personae might take a progressively larger importance for the success of individuals, and for organizations at large.

The chapter introduces a managerial point-of-view to the field of digital identities, widely analyzed on samples of adolescents and young adults. This allows to investigate matters proper of a professional life, such as the management of work/life boundaries, which become increasingly blurry in the online world. The chapter also introduces the concept of “online personae,” which aims at describing with more specificities the message and audience consequences behind the choice of one single social media profile, or several coexisting ones.

The purpose of this paper is to explore how the process of work identity construction unfolds for gig workers experiencing unstable working relationships in online labor markets. In particular, it investigates how digital platforms, intended both as providers of technological features and online environments, affect this process.

The authors conducted an exploratory field study and collected data from 46 interviews with freelancers working on one of the most popular online labor markets and from online documents such as public profiles, job applications and archival data.

The findings reveal that the online environment constrains the action of workers who are pushed to take advantage of the platform’s technological features to succeed. This interplay leads workers to add new characteristics to their work-self and to and to develop an entrepreneurial an entrepreneurial orientation.

The study offers insights to platform providers interested in improving workers’ experiences in online labor markets, highlighting mechanisms for uncertainty reduction and diversifying a platform’s services according to gig workers’ identities and orientations.

The study expands the authors’ knowledge on work identity construction processes of gig workers, detailing the relationship between work identity and IT, and documents previously unexplored antecedents of entrepreneurial orientation in non-standard working contexts.

The purpose of this paper is to solve the challenges in knowledge outcome (e.g. knowledge contribution, knowledge exploration) improvement at the post-adoption phase in the context of e-communities. This study develops a model by integrating dedication-constraint framework and self-presentation theory. The model proposes that knowledge outcomes at the post-adoption phase rely on relationship development between community members, conceptualized as commitment. The authors also hypothesize that members’ perceived online self-presentation quality, theorized as personal control and social influence, serves as the key means to motivate members’ commitment.

This study used survey instrument to collect data and adopted partial least squares to test the proposed hypotheses.

The results show that perceived online self-presentation quality positively affects relationship development, which in turn affects continuance intention for knowledge outcomes.

This study expands the dedication-constraint framework by integrating the self-presentation theory. This study contributes new knowledge by proposing a model that delineates the relationship between online self-presentation quality, relationship development, and knowledge outcomes at the post-adoption stage.

This study shows that members’ perceived online self-presentation quality affects both affective commitment and calculative commitment, which in turn affect knowledge outcomes, suggesting the important role of the perceived quality in stimulating a member’s post-adoption reactions.

This study contributes to the research on post-adoption behavior in an e-community context by accounting for the influence of e-community features in self-presentation quality and dedication-constraint mechanisms on post-adoption phenomena.

The purpose of this paper is to foreground the importance of context in discourse analysis by drawing on a study of online gender talk on Facebook in India.

Using Foucauldian discourse analysis (FDA), this study explored participants’ use of language to construct and perform various identities in online gender talk. This study discusses the methods used and challenges in analyzing digital spaces through FDA, focusing specifically on the importance of an ethnographic perspective to contextualize online talk.

Engagement with the larger socio-cultural context of the subject of study through various data collection methods enhanced our understanding of the contexts behind text. It helped the authors to explore the data from multiple directions from a Foucauldian framework. This study found that people constructed a “progressive” identity when talking about gender on Facebook.

There are very few studies combining discourse analysis and digital ethnography and this paper seeks to do that. Digital ethnography helps to look beyond the text and locate text in the larger socio-cultural context. To emphasize the importance of context in discourse analysis, this study engages with both online and offline data as online talk is connected with offline contexts in many significant ways. In this paper, the authors provide a description on various methodological steps used to collect and analyze online data using FDA.

Purpose – We build on prior research of social movement communities (SMCs) to conceptualize a new form of cultural support for activism – the social movement online community (SMOC). We define SMOC as a sustained network of individuals who work to maintain an overlapping set of goals and identities tied to a social movement linked through quasi-public online discussions.

Method – This paper uses extensive data collected from Stormfront, the largest online community of white nationalists, for the period from September 2001 to August 2010 totaling 6,868,674 posts. We systematically analyzed the data to allow for a detailed depiction of SMOCs using keyword tags. We also used Stata 11 to analyze descriptive measures such as persistence of user presence and relation of first post to length of stay.

Findings – Our findings suggest that SMOCs provide a new forum for social movements that produces a unique set of characteristics. Nevertheless, many characteristics of SMOCs are also in line with conventional offline SMCs.

Originality of the paper – This research broadens our understanding of the differences between online and offline SMCs and presents the special case of the SMOC as a way for scholars to conceptualize and study social movements that use the Internet to form their collective identity.

The chapter proposes to investigate online reputation of hospitality brands and its measurements. Brand reputation is generally defined as an overall appraisal of a company by its stakeholders, which is the result of the company's past actions and predictions about the company's future (Ferguson, Deephouse, & Ferguson, 2000). Being viewed as the opinion shared among a group of stakeholders (Dowling, 2008), it plays an important role in the tourism industry. With the progress of Information Communication Technologies (ICTs), reviews and user-generated contents of destinations and of hospitality companies together with the related emerging brand reputation can influence consumers' behaviors and choices. Brand reputation analysis could be more useful in the hospitality brand management when integrated with brand image and brand identity analysis, mainly because in tourism businesses and destinations, brands are typically affected by an inherent fragility determined by the service nature of products (Casarin, 1996). According to Biel (1991), the meanings that consumers assign to a brand are synthesized into brand associations formed by the components perceived to underlie the brand's image. As well as brand reputation, strong, positive and unique associations reinforce a brand and increase its equity that requires significant internal brand identity efforts, which should create a corresponding brand image through integration in overall marketing programmes (Keller, 2003). It makes sense to develop an analytical research approach that compares online brand reputation (OBR) with brand association matching as a measure of the alignment between brand identity and brand image in hospitality companies. This comparative analysis emerging from brand reputation, brand image and brand identity analysis can reveal divergent situations (i.e., high brand reputation and low brand association matching) and orient brand managers in reviewing online brand communication. Brand reputation and brand image analysis will be contextualized in an online community as a social setting that is considered to be a new type of market (Muniz & O'Guinn, 2001). We focus on hospitality online communities populated by consumers and other actors such as influencers and bloggers: their brand perception could be separately compared with brand identity that we will extract from company communications including presentational information and brand-related press releases found on websites, nonfinancial narrative from annual reports, and interviews with managers published in mainstream media sources. In our analysis we will focalize on a cluster of luxury hospitality companies integrating a netnographic and text-mining techniques. We will use both the techniques in order to (1) extract and study brand associations in terms of brand reputation, brand image, and brand identity; (2) develop indicators of brand reputation and brand association matching; and (3) discuss their utility in the management of the hospitality company brands.

Online Social Networking Sites (SNSs) such as Facebook and Twitter have become increasingly popular in the last decade. Each SNS varies somewhat, with different forms of expression, communication and customization. Different sites may have different priorities, methods of interacting, social features and definitions of what it means to be ‘social’ on their sites.

This paper reports on 2 months of exploratory observations and interviews with participants using two of the most popular SNSs; Facebook.com and Twitter.com. Paying attention to the modal nuances of the sites and their effect on social interaction and identity portrayal, the focus of analysis is upon how these two sites are interacted with as ‘stages’ for identity performances, and how the varying aspects of design and modality on these interactive sites can result in different multimodal identity performances and social interactions.

Data revealed that youth are adeptly able to negotiate the different modal options presented to them online, yet the temporal aspects presented by the design of the site, the differing definitions and priorities in the framing of identity presented by the SNSs, and the modal choices present across the two sites resulted in markedly differing presentations of identity to markedly differing audiences.

This research demonstrates the impact of modality and design on how we act and interact, and highlights that as Digital Sociologists and Researchers, we should be careful not to treat all Online SNSs the same, but pay attention to the plethora of nuances these sites offer as stages for identity performances.