... strategically interact with brands and products to successfully construct authentic identities. Therefore, the purpose of this study was to obtain a better understanding of the TGD individual’s identity transformation within the consumption context. Design/methodology/approach Interviews were conducted...

...Klaudia Kondakciu; Melissa Souto; Linda Tuncay Zayer Purpose In response to calls for more research on gender(s) in digital contexts, this paper aims to ask, how do individuals engage in self-presentation of their gender identities on social media? Design/methodology/approach Using a multi...

... on the evolving process bonding values-identity and consumption but also digital media and, especially, social media are going to play an even more influencing role in this social field (Hudson et al., 2016). Social media create symbiotic “cyber-identification” between brands and consumers (Kaplan...

... into the balance of authenticity and the commoditization of culture. Originality/value As globalization weakens cultural boundaries and jeopardizes regional identities, there is a need for reassuring cultural continuity that upholds ethnic legacy for local consumers. Thus, this study provides theoretical...

...Hanna Leipämaa‐Leskinen Purpose The purpose of this paper is to analyze how meanings of body and identity are constructed when dieting. The paper utilizes cultural approach and focuses on the ways meanings of body and identity are constructed in social interaction. Design/methodology/approach...