Topic and Relevance Self-presentation online and how brand identity plays a role Brand Identity studies mention brands being associated with characteristics Past studies examine Self-presentation online in reference to physical and emotional characteristics Lack of research in brand identity translating into online characteristics
Purpose and Question Major goal to examine how users identity with brands online Starbucks anaylzed – Voted “most engaging” online brand (viture.com, 2010; Baur, 2010; Swallow, 2010; Wee, 2010) Questions How and do users apply Self-brand connections online? What trends emerge if any?
Methods & Results Examined Starbucks with hashtag #100factsaboutme Between March 21st and April 1st
Methods & Results Top 3 days examined Make up 71.2% of the total posts (1,081 total) Posts analyzed in Stratified random sample Random 10% of each date Posts analyze against 7 statements defining brand identity Escalas and Bettman, 2003 Escalas and Bettman, 2005
ResultsSnapshot of March 23 160 people commented 75% of sample identifiedSnapshot of March 22 315 people commented 60% of sample identifiedInteresting trend Users RT others hashtags
What does it do? The relationship between self-presentation and brand identity online Show how users identify with brands Results show hashtags can effect user publicizing brand identity Brand enthusiast online as well as offline Help target ads/Hashtag in ads
References(2010, January 5). Auto, Media, Game Consoles & Sports Brands Dominate the Rankings. Retrieved from http://vitrue.com/press-room/2010-press-releases/41-2010-press-releases/311-iphone-tops-again-in-second- annual-rankings-of-the-most-social-brands-from-vitrueBaur, D. (2010, April 28). The top 100 most valuable global brands 2010. Retrieved from http://www.social-brand- value.com/2010/04/28/the-top-100-most-valuable-global-brands-2010/Excalas, J. and Bettman, J. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389.Escalas, J. and Bettman, J. (2003). You are what they eat: The influence of reference groups on consumer connections to brands. Jounral of Consumer Psychology, 13(3), 339-348.Swallow, E. (2010, November 8). 5 Big brands that are rocking the social media space. Retrieved from http://mashable.com/2010/11/08/big-brands-social-media-2/Wee, W. (2010, June 10). Top 10 Consumer Brands on Social Media. Retrieved from http://www.penn- olson.com/2010/06/10/top-10-consumer-brands-on-social-media/