... identify with those entities to varying degrees. Drawing on social identity theory and self-congruence theory, this paper aims to investigate a novel mechanism by which consumers’ geo-social identities increase patronage intentions regarding influencers referring to the corresponding geo-social entities...

...Sascha Langner; Nadine Hennigs; Klaus-Peter Wiedmann Purpose – Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their taste in fashion...