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IDENTITY PRESENTATION AND CONFLICT IN A SOCIAL NETWORK: IMPLICATIONS FOR BRANDING IN SOCIAL GAMES

机译：社交网络中的身份演示和冲突：在社交游戏中品牌的影响

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Reasons for consumer participation in social networks vary widely; these motivations can influence an individual's online identity as well as his or her willingness to interact with brands in a social network setting. McCann (2010) suggests that while some users may view social networks as a tool to learn about new products, others view them as a way to build relationships and hang out in a virtual setting. As social networks become more integrated into consumers' daily lives, they increasingly bring together more diverse groups of individuals. The present research seeks to understand how consumers manage the individual communities within which they participate as well as the varying digital identities they reveal to other network members. As a user's social network size increases to accommodate new friends and interests, she may feel conflict in selecting a social identity that simultaneously satisfies multiple communities. This can create a tension between presenting a single, consistent identity to all users versus managing distinct identities aimed at different community groups. Such a tension often arises in the context of social gaming, a context we use to investigate the questions posed above.

机译：消费者参与社交网络的原因差异很大;这些动机可以影响个人的在线身份以及他或她愿意在社交网络环境中与品牌互动。 McCann（2010）表明，虽然某些用户可以将社交网络视为了解新产品的工具，但其他用户将它们视为建立关系并在虚拟设置中闲逛的方式。随着社交网络变得更加集成到消费者的日常生活中，他们越来越多地带来更多不同的个人。本研究旨在了解消费者如何管理他们参与的个人社区以及他们向其他网络成员揭示的不同数字身份。随着用户的社交网络规模增加以适应新的朋友和兴趣，她可能会感到冲突，选择同时满足多个社区的社会身份。这可以在呈现对所有用户的单个，一致的身份之间的关系，而不是管理不同社区组的不同身份。这种紧张往往在社交游戏的背景下出现了我们用来调查上面提出的问题的背景。

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《AMA Summer Educators Conference》|2013年||共2页
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Ginger Killian; John Hulland;
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中图分类市场调查;
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5. Branding Using Social Media: Prezi Power Point Presentation - Building My Brand Using Social Media. [D] . Okeke, Nicole. 2017

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IDENTITY PRESENTATION AND CONFLICT IN A SOCIAL NETWORK: IMPLICATIONS FOR BRANDING IN SOCIAL GAMES

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