Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311009 
Year of Publication: 
2022
Citation: 
[Journal:] AMS Review [ISSN:] 1869-8182 [Volume:] 13 [Issue:] 1 [Publisher:] Springer US [Place:] New York, NY [Year:] 2022 [Pages:] 55-70
Publisher: 
Springer US, New York, NY
Abstract: 
Nowadays consumers can express their identities not only through their possessions and buying behavior, but also using social media and digital networks. This article aims to understand these digital consumer behaviors by focusing on identity strength and the identity signaling phenomenon. We develop a conceptual model that combines internal and external factors to explain the intensity and content of digital identity-related behaviors. We use the example of gender identity to build our research propositions, as gender is one of the most frequently and intensely debated identities in online consumer discussions. Further, we propose how digital and offline identity signaling behaviors are intertwined, and discuss the online behaviors of trans consumers. In doing so, our conceptual work highlights the unique features of digital identity signaling behaviors as well as the complexity of identities, including gender, and provides useful insights for researchers and marketers.
Subjects: 
Digital consumer behavior
Identity
Gender identity
Identity signaling
Gender role beliefs
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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