Marketing to the Digital Self

Research output: Contribution to conference typesPoster

Abstract

The internet has resulted in a fundamental shift in our theoretical understanding of identity construction. Just as painting or musical composition is seen as a route of self-expression through transference, from a contemporary psychoanalytic perspective, a screen can be viewed as a mirror to an individual’s self-concept; a second (digital) self rather than a digital tool. The digital self can be defined as encompassing both an individual’s perception of their true personality (the ‘actual self’) as well as the person they aspire to be (the ‘ideal’ self). In this way, technology does not create a digital version of the self, the digital self is created based on the user’s intentions to engage with the technology. In light of this, Belk updated his seminal theory of possessions and the extended self (1988) to acknowledge consumers’ use of digital possessions to extend their self-concept in a digital environment (2013; 2014; 2016). This presents brands with increased opportunities to connect with consumers through a medium which offers several avenues for self-extension. The research study focuses specifically on consumer engagement with branded Smartphone Applications to measure the effect of users’ self-concept on the continued usage of branded digital possessions. Initial findings from a quantitative questionnaire with UK based Smartphone users between the ages of 18 and 25 evidences the extent to which self-concept impacts on branded application usage intention, with the degree to which a consumer views brands being an important part of who they are (Sprott, 2009) being a considered mediating factor. The research findings contribute to this area of research by quantifying the relationships between Brand Engagement in Self Concept (BESC) and the role of branded digital possessions.
Original languageEnglish
Publication statusPublished - 20 Jun 2019
EventUoN Research Conference 2019 - University of Northampton, Northampton, United Kingdom
Duration: 20 Jun 201921 Jun 2019

Conference

ConferenceUoN Research Conference 2019
CountryUnited Kingdom
CityNorthampton
Period20/06/1921/06/19

Fingerprint

Marketing
Self-concept
Factors
Questionnaire
Identity construction
Individual perception
World Wide Web
Brand relationship
Encompassing
Transference

Keywords

  • Marketing
  • Digital Self
  • Technology
  • Branded mobile apps
  • Consumer brand engagement
  • Mobile marketing communication
  • Self-concept

Cite this

Read, S. (2019). Marketing to the Digital Self. Poster session presented at UoN Research Conference 2019, Northampton, United Kingdom.
Read, Samantha. / Marketing to the Digital Self. Poster session presented at UoN Research Conference 2019, Northampton, United Kingdom.
@conference{76fa4653a18a40639eb8d47bbec9ac0f,
title = "Marketing to the Digital Self",
abstract = "The internet has resulted in a fundamental shift in our theoretical understanding of identity construction. Just as painting or musical composition is seen as a route of self-expression through transference, from a contemporary psychoanalytic perspective, a screen can be viewed as a mirror to an individual’s self-concept; a second (digital) self rather than a digital tool. The digital self can be defined as encompassing both an individual’s perception of their true personality (the ‘actual self’) as well as the person they aspire to be (the ‘ideal’ self). In this way, technology does not create a digital version of the self, the digital self is created based on the user’s intentions to engage with the technology. In light of this, Belk updated his seminal theory of possessions and the extended self (1988) to acknowledge consumers’ use of digital possessions to extend their self-concept in a digital environment (2013; 2014; 2016). This presents brands with increased opportunities to connect with consumers through a medium which offers several avenues for self-extension. The research study focuses specifically on consumer engagement with branded Smartphone Applications to measure the effect of users’ self-concept on the continued usage of branded digital possessions. Initial findings from a quantitative questionnaire with UK based Smartphone users between the ages of 18 and 25 evidences the extent to which self-concept impacts on branded application usage intention, with the degree to which a consumer views brands being an important part of who they are (Sprott, 2009) being a considered mediating factor. The research findings contribute to this area of research by quantifying the relationships between Brand Engagement in Self Concept (BESC) and the role of branded digital possessions.",
keywords = "Marketing, Digital Self, Technology, Branded mobile apps, Consumer brand engagement, Mobile marketing communication, Self-concept",
author = "Samantha Read",
year = "2019",
month = "6",
day = "20",
language = "English",
note = "UoN Research Conference 2019 ; Conference date: 20-06-2019 Through 21-06-2019",

}

Read, S 2019, 'Marketing to the Digital Self' UoN Research Conference 2019, Northampton, United Kingdom, 20/06/19 - 21/06/19, .

Marketing to the Digital Self. / Read, Samantha.

2019. Poster session presented at UoN Research Conference 2019, Northampton, United Kingdom.

Research output: Contribution to conference typesPoster

TY - CONF

T1 - Marketing to the Digital Self

AU - Read, Samantha

PY - 2019/6/20

Y1 - 2019/6/20

N2 - The internet has resulted in a fundamental shift in our theoretical understanding of identity construction. Just as painting or musical composition is seen as a route of self-expression through transference, from a contemporary psychoanalytic perspective, a screen can be viewed as a mirror to an individual’s self-concept; a second (digital) self rather than a digital tool. The digital self can be defined as encompassing both an individual’s perception of their true personality (the ‘actual self’) as well as the person they aspire to be (the ‘ideal’ self). In this way, technology does not create a digital version of the self, the digital self is created based on the user’s intentions to engage with the technology. In light of this, Belk updated his seminal theory of possessions and the extended self (1988) to acknowledge consumers’ use of digital possessions to extend their self-concept in a digital environment (2013; 2014; 2016). This presents brands with increased opportunities to connect with consumers through a medium which offers several avenues for self-extension. The research study focuses specifically on consumer engagement with branded Smartphone Applications to measure the effect of users’ self-concept on the continued usage of branded digital possessions. Initial findings from a quantitative questionnaire with UK based Smartphone users between the ages of 18 and 25 evidences the extent to which self-concept impacts on branded application usage intention, with the degree to which a consumer views brands being an important part of who they are (Sprott, 2009) being a considered mediating factor. The research findings contribute to this area of research by quantifying the relationships between Brand Engagement in Self Concept (BESC) and the role of branded digital possessions.

AB - The internet has resulted in a fundamental shift in our theoretical understanding of identity construction. Just as painting or musical composition is seen as a route of self-expression through transference, from a contemporary psychoanalytic perspective, a screen can be viewed as a mirror to an individual’s self-concept; a second (digital) self rather than a digital tool. The digital self can be defined as encompassing both an individual’s perception of their true personality (the ‘actual self’) as well as the person they aspire to be (the ‘ideal’ self). In this way, technology does not create a digital version of the self, the digital self is created based on the user’s intentions to engage with the technology. In light of this, Belk updated his seminal theory of possessions and the extended self (1988) to acknowledge consumers’ use of digital possessions to extend their self-concept in a digital environment (2013; 2014; 2016). This presents brands with increased opportunities to connect with consumers through a medium which offers several avenues for self-extension. The research study focuses specifically on consumer engagement with branded Smartphone Applications to measure the effect of users’ self-concept on the continued usage of branded digital possessions. Initial findings from a quantitative questionnaire with UK based Smartphone users between the ages of 18 and 25 evidences the extent to which self-concept impacts on branded application usage intention, with the degree to which a consumer views brands being an important part of who they are (Sprott, 2009) being a considered mediating factor. The research findings contribute to this area of research by quantifying the relationships between Brand Engagement in Self Concept (BESC) and the role of branded digital possessions.

KW - Marketing

KW - Digital Self

KW - Technology

KW - Branded mobile apps

KW - Consumer brand engagement

KW - Mobile marketing communication

KW - Self-concept

M3 - Poster

ER -

Read S. Marketing to the Digital Self. 2019. Poster session presented at UoN Research Conference 2019, Northampton, United Kingdom.