How do teenagers project their identity online, and what role do brands play in the process? A multimethod study on Instagram

Abstract

Although teenagers’ active social networking and their tendency to develop strong relationships with brands are both recognised in the literature, not much is known about how the content they post on their social media accounts (eg Instagram) relates to their identity and how brands are integrated in their posts. This study is aimed at improving the understanding of teenagers’ identity projection on Instagram and the role brands play in their self-image presentation. Thirty individual interviews, nonparticipant observation and content analysis of 90 photos were conducted. The results reveal self-profile consistency as well as the portrayal of their actual self by teenagers on their online profile. In addition, results indicate that although teenagers tend to develop strong brand relationships, they do not strategically select brands to post on their social networks. This is particularly true for product brands (eg Nike shoes) in contrast to experiential brands (eg music festival), which are more often shared by teenagers with an intent to communicate some aspects of their self-concept. This study contributes to the literature on teenagers and social networks, a topic that has been overlooked in favour of studies involving adults.