2. 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
3. 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?
4. Methods & Results
Examined Starbucks with hashtag
#100factsaboutme
Between March 21st and April 1st
5. 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
6. Results
Snapshot of March 23
160 people commented
75% of sample identified
Snapshot of March 22
315 people commented
60% of sample identified
Interesting trend
Users RT others hashtags
7. 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
8. 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-vitrue
Baur, 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/