Literature Review Section Of The Thesis: An Analysis Of Social Identity Theory And Self-Categorization Theory

Literature Review Section Of The Thesis

Introduction to the Chapter

Discuss about the Literature Review Section Of The Thesis.

This chapter will deal with the literature review section of the thesis. This chapter will analyze various secondary sources such as peer reviewed article to identify the gap in the literature so that it can be analyzed why it is necessary to carry out the present research. This section of the thesis provides a discussion in relation to the several theories relating to the theses topic. These include the social identity theory, the self categorization theory, identity salience theory and the concept of identity signalling. The chapter also throws light upon social media advertisement and behaviourally targeted advertisement. The section also provides a discussion in relation to consumer company identification.

According to Ashforth and Mael (1989) organizational identification has been long recognized as a critical element in relation to the research on organizational behavior. The concept not only affects the effectiveness of the organization but also the satisfaction of the individuals (Hurtado, Alvarado and Guillerm, 2015).  However there has been confusion in relation to the rules of organizational identification with other concepts such as internationalization and organizational commitments along with behaviors and affects which are more relevantly considered as consequences or antecedents of identifications.  It relation to the social identification theory it has been argued by (Cohn,  Maréchal and Noll 2015) that individuals want to categories themselves and others in many social categories like religious affiliation, age cohort and organizational membership. As suggested by such examples there may be various categories under which people may be categorized and different categorizations schemes may be utilized by different individuals (Unsworth and Fielding 2014). According to Charnysh, Lucas and Singh (2015) Categories are defined as prototypical characteristics abstracted out of the individuals (Ting?Toomey 2015). There are two specific functions which is served by social identification as stated by Bauer (2014). The first function is that it segments cognitively and gives orders to the social environment while providing the members with an established mean of categorizing others (Hughes and Hurtado 2018). The prototypical characteristics of the category is assigned to a person under which such person is categorized. As provided by Wang and Dovidio (2017) literature in relation to stereotypes suggest that such assignments may not necessarily be reliable.  The second function is that through the process of social identification capabilities are provided to the members via which they can locate or define themselves with respect to the social environment. As per the social identification theory the self concept consist of personal identity which encompasses idiosyncratic characteristics along with a social identification which encompasses salient group classifications. Hogg (2016) has stated that social identification is thus the perception of commonness with or belongingness to any or specific human aggregate. In relation to this an example has been provided by Hogg and Terry (2014) through the help of a woman. The woman may identify herself in relation to group(s) along with which she had classified herself like I am a women and I am an Australian. She has a perception of being a symbolic and actual member of the group and also has a perception that fate of her group is her own faith. Thus it will not be wrong to state that social identification gives a very practical answer to the question relation to “who a person is” (Zeugner-Roth,  Å½abkar and Diamantopoulos 2015). However it has been stated by Haslam et al. 2014 that the definition of self and others is considerably comparative and relational. The definition to oneself is provided in relation to other people in other categories. The category of only is only meaningful in relation to the category of the young. It has been argued by Goffman  (2018) that social identification cannot be considered as an all-or-none phenomenon.  Even where various social categorizes are actually categorical such as the Australian female being the member of ABC Pty ltd, the degree to which a person relates itself to each category is certainly a matter of degree (Brewer 2016). In addition it has been stated by Brown and Capozza (2016) that these identifications are viewed in a positive manner as much as the person vests more of his self conceptions in personas having value. Therefore it has been found by Jenkins (2014) that individuals indulging in menial employment in a bank often keep themselves away from the implied identity.  In addition it has been stated by Brewer  (2016) that social identification is derived at least apparently form venerable concept of group identification. As suggested by Rhee, Wong and Kim (2016)  in relation to the group identification that there are four principles relevant to the theory. These include that identification is seen as a perceptual cognitive element which is not associated with affective states and specific behaviours, the group identification is considered as personally experiencing failures and successes of the group, social identification is different from internationalization and group identification is similar as personal identification or any reciprocal role relationship such as doctor patient in as much as a person partly defines himself in relation to social referent (Nicholls and Rice 2017).

Social Identity Theory

According to Nevin et al. (2017) self-categorization theory sets out a notion that the salience in relation to a social identity is dependent on context with salience of such identity dependent on specific social comparisons which are present in relation to any general context.  This is a theory operating within the subject to social psychology which describes the situation whereby collection of people as a group will be perceived by a person along with the consequences in relation to perceiving people in group terms (Trepte and Loy 2017) .It has been argued by Chonody and Teater  (2016) that Self-categorization theory although is generally introduces as an explanation with respect to psychological group formation, it is more relevantly considered as a common analysis of functioning of the process of categorization towards social perception as well as interaction which talks about issues in relation to individual identity as well as group phenomena (Pegg et al. 2017). The theory had been developed by John Turner along with his colleagues. The theory is combined with the social identity theory to become a part of the approach of social identity (Sedikides and Brewer 2015).  The theory had been developed also for the purpose of addressing questions which arise out  in response to the  theory of social identity with respect to those mechanisms which under pin social identification (Paulus 2015).  The theory has its influence in the field of social psychology and beyond (Hogg  2016). The theory is best applied to the issues in relation to social influence, group polarization, group cohesion and collective action. As stated by Bal (2015) in the following years the self categorization theory being a part of social identity approach is also applied to areas such as leadership, power, personality and out group homogeneity. Sedikides  and Brewer (2015) has argued that one tenet of the self categorization theory is that as a foundational aspect of the cognition should not be considered as the self rather the self has to be considered as a result of cognitive system present at work.  Onorato and Turner (2014)  has identified Levels of abstraction as one of the aspects of the theory. The theory assumes that at various levels of abstraction the self can be categorized. To make it simple self may be categorized by humans as a singular personal identity or where it is more inclusive that as a social identity in terms of “I” and “We”. In the latter case cognitive grouping of the self is done as same and interchangeable with respect to stimuli in such category. It has been argued by Simon (2014) that the variation with respect to self categorization underpins various intergroup phenomenon which includes those provided for in the social identity theory. In relation to the demonstration of various levels of inclusiveness and abstractions there are three kinds of self category as often given via examples. The lowest level of abstraction is set out as a personal self, where self being perceived is categorized as I. On the other had in relation to the higher level of abstraction correspondence is attributed to a social self where self being perceived is categorized as we (Hogg 2014). The highest level of abstraction will be represented as we humans in situation where the salient out group is non human.  As stated by Weis and Johar (2018) another aspect of this theory is that of Accentuation. In relation to the theory the categorization of people not only involve re description of categories and characteristics available in social stimuli. As per Quiamzade et al. (2015) salient social categories rather create the basis of the social world which is incorporated within the meaning. The achievement in relation to this can be done via a non-conscious process known as accentuation along with similarities among the social categories (Vosgerau, Scopelliti and Huh 2016). The augmentation of social content which results allows for the interaction of the perceiver with others through ease and confidence (Brenner, Serpe and Stryker 2014). It has been stated by Hurtado, Alvarado, and Guillermo-Wann (2015) that as per the self-categorization theory Depersonalization provides an explanation for  self-stereotyping.  In relation to the condition of social category consequent accentuation and salience people perceive themselves more like interchangeable exemplars of a social category rather as any specific personality which arises out of their differences with other. In relation to such conditions the behaviour and belief of the perceiver is directly based on norms, needs and goals of the salient ingroup (Cohn, Maréchal and Noll 2015).  For instance in case where the salient self-category or a person becomes doctor than such person is very likely to function in relation to the norms related to category of a doctor (Unsworth and Fielding 2014).

Self-Categorization

According to Charnysh, Lucas and Singh (2015) identity salience is the extent to which a persons’ idea about himself is in compliance with the role which is being performed by them, the degree to which efforts in such role has been invested and the degree to which the person is successful in relation to the role.  It has been stated by Ting?Toomey (2015)  that a great deal of research has tested the multiplicity of the self however questions in relation to self-structure are still persistence. The identity salience theory is a very popular paradigm for testing such questions. The identity salience theories emphasizes in roles and taking roles in symbolic interaction and suggest that roles are developed into role identities. According to Bauer (2014) commitment defines the amount of influence which a role identity has on a person. Rile identity commitments have two dimensions. The initial dimension is in relation to interactional commitment which relates to the number of social relationships related to a specific rile identity and is also known as extensiveness.  The other dimension is known as affective commitments  which relates to “the ‘importance’ of those individuals to whom a person is related via occupancy of a specific position and is known as intensiveness. Commitment has been summarized by Hughes and Hurtado (2018)  as the motivation of a person for the maintenance of congruity in relation to perceptions of self as well as feedback attained form the social world.  As stated by Wang and Dovidio (2017) commitments reflects the relative cost of loosing or giving up an identity.  As stated by Gibson, Losee and Vitiello (2014)  the terms psychological centrality and prominence also captures a notion of importance.  The concept of importance is related to the value of a specific component and its place in the self-concept structure irrespective of it being cardinal or secondary, central or peripheral or a  major or minor component of the self (Costa,  Rossi and Borges 2014). According to Sheehan, Miller and Reeve (2017) identity Theorists gradually integrate the conception related to importance in their work.  However as argued by (Matherly and Pocheptsova  2017) there is uncertainty in relation to the positioning of the importance in the identity salience theory. The concept of uncertainty is least possibly attributable to overlap in relation to every concept. In relation to operationalization of commitment overlapping is done directly in relation to intensiveness as intensiveness is considered as “emotional significance of the others implicated with one in a given social network” (Brick 2015).  According to the perspective of — it is difficult to imagine a role identity which consists of people considered as important where the associated identity stays insignificant.  It is also not easy to consider with respect to a role identity perspective an identity significant to self which judging those related to consideration of identity as insignificant. The link between importance and intensiveness is yet to be explored. The character of connections in relation to the self processes provides interesting questions.

Application of the Theories

The notion of salience is also centred by the identity theory. According to Xu and Liu (2017) Identity salience means the likelihood that a specific identity will be actively present across situations. The raking of identity is done in a hierarchy.  The higher the identity in relation to the salience hierarchy the more chances it has with respect to being enacted. The relation of the structure of the hierarchy is directly to elements of commitment. A greater identity commitments leads to a greater identity salience. The primary question at issue is that whether or not the significance of an identity is operationally independent with respect to its salience or likelihood of enactment.  As commitments are reflected by identity salience which includes intensiveness  it is tricky to provide a empirical demonstration of salience and operational independence of importance.

It has been stated by Girou and Grohmann (2016) that reputation and identity plays an important role in relation to the maintenance of the reliability of signals. Gal (2015)  had introduced a model in relation to the signaling of identity. The framework of identity signalling and social interaction has been initiated by integrating consumer choice in form of a game of coordination and signalling via the relaxation of the assumption that status is agreed universally Arbore Soscia and Bagozzi (2014). The changes allowed the researcher to study the way in which behaviour diverges from a norm in a coordinated way, where there was previous models focusing on conformity.  In this model signally is achieved relying on correlation and coordination between intrinsic and type motivation. There have been various studies conducted by sociologists in relation to  the way in which “what we consume conveys meaning”. In relation to economics the idea is associated most closely with Veblen’s Theory of the Leisure Class. Each makes an assumption that the role of fashion is to ensure the signalling of wealth.  The model  of conformity is provided  by many authors such as (Eckhardt, Belk and Wilson 2015) but no author has taken into consideration other phenomenon. Focus has been provided by Dimofte, Goodstein and Brumbaugh (2015) in relation to the role of uncertainty about product quality leading to conformity.  It has been agreed by various sociologists that individuals have the purpose of setting themselves apart from those members who belong to other social categories. However, the focus has primarily been on processes whereby groups having traditionally high status such as educated and wealthy groups diverges from adopters traditionally having low status.  The information refers to trickledown theory of fashion suggesting that people grow from those who are above them in the status chain. Fashion in initiated by people having a higher status and then it is copied and imitated by people having a lower status (Timming and Perrett 2016). However once a adaptation has been done by a lower strata the signal value is lost and the test is abandoned by the high status people.  In the same way it has been analyzed that people are less likely to endorse behaviours which are supported by people having a low status. It has been argued by Hancock (2016) that most examples of taste abandonment are difficult to be classified in terms related to one-dimensional status ordering.  Catchphrases are rejected by teenagers as soon as they creep into the lexicon of their parents who occupy probably a higher status in the society. It has been stated by Lee, Agarwal and Whinston (2016) that instead of abandonment and unidirectional imitation, different racial groups for the purpose of diverging from one another work hard in the same way names were selected by white people in 1900s to distinguish themselves from black people. It has been argued by Ashley and Tuten (2015) that even where liking plays some role in the reason for which  people abandon tastes, often people diverge from liked groups.  The parents may be liked by the kids a lot however they may diverge when parents adopt their way of dress or slangs. Professors who have been newly minted may like their friends who may still be graduate students but they will not be considered to dress in the same way.  Difficulty of explaining is also provided by resource based accounts as suggested by Zhang and Mao (2016) in relation to the reason for which people at times accentuate or adopt seemingly negative traits like a way of achieving differentiation. It is considered important by polish students that others identify correctly their national identity and other listed characteristics like vulgar, quarrelsome and disorderly as mostly present of poles (Sunstein 2018). Through these factors it is clear that divergence is affected by various other factors rather than only liking. There can also be divergence by similar others. Works in relation to intergroup differentiation, optimal distinctiveness and uniqueness predict that people diverge from those that are similar. It has been stated by Fuchs (2017) that literature on individual drives for differentiation provides that people also diverge from each other because of too much similarity. It has been further argued by Chaffey (2016) that there is a drive among people to be unique and too much similarity results in a negative emotional reaction. In addition as per (Allcott and Gentzkow, 2017) people might diverge from very similar people in relation to their adoption of a taste may lead the original taste holder to feel very similar.

Levels of Abstraction in Self-Categorization Theory

It has been observed that social media marketing a certificate form of internet market that uses social media websites as an effective tool for advertising. The main motive of social media marketing is to generate content that the target customers will shared in their social media websites in order to help the target business organisations to improve their blend exposure and to reach up to more customers (Larner and Moeck 2015). One of the major components of social media marketing is social media Optimisation. Social media Optimisation can be performed by two methods and primarily it can be done by adding social media links to the content that the management of the organisations wants to share with their target customers and on the other hand social media Optimisation can be done by promoting the activities of the business organisations using social media websites by updating status meeting regarding the events or initiatives they are taking for a particular project (Schumann, Wangenheim and Groene 2014.). Social media marketing effectively helps the business organisations to get feedback from their target customers while they can make the business organisations more personable. In this regard it can be said that the interactive parts of social media can effectively provide the target customers the opportunity to raise questions or file complaints and share their feelings regarding their experiences considering which the management of the organisations will be able to improve their operations (Andrews and Shimp 2017)

There are numerous advantages of social media marketing for the business organisations in contemporary times and those includes increased brand awareness, more inbound traffic, improved search engine rankings and many more (Molitor, Spann and Ghose 2017.).

In this context we can surely be said that social media marketing is one of the most cost efficient way of marketing in order to increase the business organisations feasibility and to Syndicate content of the organisation that the management wants to exhibit to the target customers. It can be said that to implement a social media strategy can significantly increased the brand value as the management will be able to reach up to more target customers. The social media websites can provide the management software business organisations a way to begin interactions with others to select employees’ business partners and to negotiate with the sponsors of the business organisation (Deng and Xu 2017).

It has been seen that if the management of the business organisations do not stress on social media marketing the inbound process of the business organisation in pvt ltd to the regular customers of the organisation. It can be said that for each social media profile the management of the organisation as to their marketing mix can be looked at as a gateway to the website of the organisation and all the pieces of content that the management of the organisation post in social media websites are to acquire new customers (Chen, Tai and Chen, 2015).

Interpretation of Social Identity and Self-Categorization Theories

In today’s world if managements of the business organisations to not emphasize on social media marketing the management they will not be able to share their status of operations on innovations to their customers as quickly as the other competitors of the market will do via social media advertisements. It can be seen that via social media marketing the management of the organisation gains the ability to sustain the brand transparency and by not using social media advertising the management of the organisation will  lag behind in maintaining the transparency of the brands and that can significantly harm the profitability or reputation of the organisation. Not only that it can be said that social media marketing can be done in a short period of time and if the management of the organisations choose to market their products why choosing other options of marketing that can repeat the process of advertisement or the marketing of the products and that can reduce the profitability of the organisations (Bartels and van Prooijen 2016).

Therefore to conclude it can be said that social media marketing is one of the important elements of the marketing management of any business organisation and if the managements show reluctance to opt for social media advertisements in today’s world that can effectively lower their profitability and the organisation will lag behind in a market full of competition (Zhang and Kim 2017).

As stated by Singh  and Simões (2016) Behavioral targeting consists of various techniques and technologies which online websites publishers, advertisers and brands used to increase the ineffectiveness of advertising and marketing through taking support from user web behavior information. It has been argued by Wolter and Cronin (2016) that specifically behaviorally Targeted Advertising uses the information which has been collected form an individual’s behavior of web browsing such as the pages that they have searched or visited to choose advertisements to be displayed to them. It has been stated by (Wu and Li, 2014) that the activity also covers behavioral marketing through the use of the same behavior of browsing for the purpose of prompting relevant onsite messaging and emails  to the consumers and the users. When a website is visited by a consumer the page visited by them, the amount of time which they spend on each page, the links which is clicked on by them, the searches which has been made by them, the interactions they do which allows the site to collect information as well as other factors to establish a profile which links to the web browser of the behavior. Factors which affect the revenue of the publisher has been identified by the study.  It depicts that the revenue in relation to online publishers in few situations can be doubled when they use behavioural  advertisement techniques (King et al.  2016).

Consumer Company Identification

It has been stated by Fatma, Khan, and Rahman (2018) that when a visitor goes to a particular website again through the use of the same browser the profiles are utilized to allow advertisers and market to position their adds and messages in front of those visitors who show greater level of intent and interest for the services  and products being offered. There have been various arguments provided against the unethical nature of Behaviourally Targeted Advertising.  A study has been conducted by Chen and Stallaert (2014) in relation to the economic proposition when an online publisher gets into behavioural targeting. The collection of data without taking consent may be considered to be a breach of the privacy laws as it was held in the case of  re Double Click Inc. Privacy Litigation, 154 F. Supp. 2d 497 (S.D.N.Y. 2001).  As argued by Hofenk et al (2017) various advocacy groups and online users are concerned in relation to the privacy issue in relation to Behaviourally Targeted Advertising. The primary controversy is that the industry involved in behavioural targeting is attempting to contain via education product and advocacy constraints for the purpose of keeping collected information non-identifiable personally or take permission from the end users.

The network in relation to the advertisement via is different from other individual sites. As many advertisements across different sites is served by them, they are able to have a better view in relation to makeup of the demographics of the internet users.  Many different companies are provided with the data form one website which includes companies like Microsoft, Face book, Google subsidiaries, Yahoo, many traffic-logging sites as well as smaller ad firms. As stated by Fatma, Khan, and Rahman (2018)  this type of advertisement can be applied on any online property on the premises that it enhances the experience of the visitor or it provides benefits to the online property by the enhancement of increased speeding levels or conversion rates. As stated by Xu and Liu (2017) those who adopted this technology in the earlier stage such as HotWired used the technique for enhancing the importance of product promotions and offers through a visit by visit basis.  In addition companies which do not fall within the sector of traditional e-commerce marketplace have initiated to use and experiment with the process.

As argued by Haslam et al. (2014)  the management of the identity of a company has significant grown in significance due to various such as growing competition, increased product life cycle, , globalization,  the fall of hurdles which separated organizations from its external environment and public expectations in relation to  corporate social responsibility.  This trend has approximately developed over a period of last 15 years where the identity of the corporations is being valued increasingly in relation to being a major paradigm linked with  the strategic administration of a company. As stated by Xu and Liu (2017)  the study of people their attitudes and behaviours have been the objective of various studies in relation to psychology from the 19th century. This is also the time from when increased attention has been provided by the academics to the search  the motives which influence individuals with respect to their own free will to initiate social subsets and groups.  In relation to such studies although it has been agreed by the researchers that he term self means the totality of feelings and thoughts referring to a person in form of an object of though, different paradigms towards defining self concept has been identified. The term identification has been defined by Hofenk et al (2017)  as a cognitive construct which signifies congruence between the identity of a company and that of an individual in form of a feeling of belonging and ownership with respect to an organization as the process of incorporating the attributes of the company in self concepts. As stated by Hughes and Hurtado (2018 the most recently developed conceptualization of identification institutionally analyzes the concept as a kind of social identification where a person sees himself in from of a member of a social entity and the company. The concept takes place via a cognitive method of classification in which a person creates self categories in relation to of organizational affiliation and personal similarities with other company members.  The process which is initiated at the corporate level is recognized widely as the primary process in the establishment of self concept and identity and takes place through the means of comparisons made by people of similar character with those making up the business image.

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Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), pp.7-25.

Larner, M.G. and Moeck, A.M., Awel Llc, 2015. Systems and methods for targeted advertising. U.S. Patent 9,129,305.

Lee, M.S.Y., Agarwal, A. and Whinston, A., 2016. Word-of-Mouth in Social Media Advertising:“Likes” on Facebook Ads.

Martin, A., Goulden, D.L., Bennett, D.V., Petersen, R. and Paczkowski, R.K., Gula Consulting LLC, 2016. Method and device for publishing cross-network user behavioral data. U.S. Patent 9,495,446.

Matherly, T. and Pocheptsova Ghosh, A., 2017. Is What You Feel What They See? Prominent and Subtle Identity Signaling in Intergroup Interactions. Journal of Behavioral Decision Making, 30(4), pp.828-842.

Meyer, S.B., Shnir, F., Simeonov, S., Kozek, E., O’malley, C. and Jaye, D., Ghostery, Inc., 2016. Managing and monitoring digital advertising. U.S. Patent 9,361,631.

Molitor, D., Reichhart, P., Spann, M. and Ghose, A., 2017. Measuring the effectiveness of location-based advertising: A randomized field experiment.

Nath, S., 2015, May. Madscope: Characterizing mobile in-app targeted ads. In Proceedings of the 13th Annual International Conference on Mobile Systems, Applications, and Services(pp. 59-73). ACM.

Nevin, S., Gleasure, R., O’Reilly, P., Feller, J., Li, S. and Cristoforo, J., 2017, August. Social Identity and Social Media Activities in Equity Crowdfunding. In Proceedings of the 13th International Symposium on Open Collaboration (p. 11). ACM.

Nicholls, S.B. and Rice, R.E., 2017. A dual-identity model of responses to deviance in online groups: Integrating social identity theory and expectancy violations theory. Communication Theory, 27(3), pp.243-268.

Importance of the Research

Onorato, R.S. and Turner, J.C., 2014. Social Identity, Personality, and the Self-Concept: A Self-Categorization Perspective. In The Psychology of the Social Self (pp. 19-54). Psychology Press.

Papaodyssefs, F., Iordanou, C., Blackburn, J., Laoutaris, N. and Papagiannaki, K., 2015, November. Web identity translator: Behavioral advertising and identity privacy with wit. In Proceedings of the 14th ACM Workshop on Hot Topics in Networks (p. 3). ACM.

Parsons, T., Ratcliffe, M., Crumpler, R., Kessler, W. and Freytag, K., Twelvefold Media Inc, 2014. Social analytics system and method for analyzing conversations in social media. U.S. Patent 8,682,723.

Paulus, P.B. ed., 2015. Psychology of group influence (Vol. 22). Psychology Press.

Pegg, K.J., O’Donnell, A.W., Lala, G. and Barber, B.L., 2017. The role of online social identity in the relationship between alcohol-related content on social networking sites and adolescent alcohol use. Cyberpsychology, Behavior, and Social Networking.

Quiamzade, A., Mugny, G., Falomir-Pichastor, J.M. and Pascal, A., 2015. Minority influence and identity threat: Articulating dissociation and self-categorization theories. Unpublished manuscript.

Rhee, Y.C., Wong, J. and Kim, Y., 2016. Becoming sport fans: Relative deprivation and social identity. International Journal of Business Administration, 8(1), p.118.

Riedl, S.E., Time Warner Cable Enterprises LLC, 2016. Technique for effectively delivering targeted advertisements through a communications network having limited bandwidth. U.S. Patent 9,247,288.

Schivinski, B. and Dabrowski, D., 2016. The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), pp.189-214.

Schumann, J.H., von Wangenheim, F. and Groene, N., 2014. Targeted online advertising: Using reciprocity appeals to increase acceptance among users of free web services. Journal of Marketing, 78(1), pp.59-75.

Sedikides, C. and Brewer, M.B. eds., 2015. Individual self, relational self, collective self. Psychology Press.

Sedikides, C. and Brewer, M.B. eds., 2015. Individual self, relational self, collective self. Psychology Press.

Sheehan, M.J., Miller, C. and Reeve, H.K., 2017. Identity signaling and patterns of cooperative behavior. Integrative and comparative biology, 57(3), pp.580-588.

Shkedi, R. and Ben-Yishai, D., INTENT IQ LLC, 2016. Targeted television advertising based on profiles linked to multiple online devices. U.S. Patent 9,271,024.

Shkedi, R., INTENT IQ LLC, 2017. Targeted television advertisements based on online behavior. U.S. Patent 9,813,778.

Simon, B., 2014. A place in the world: Self and social categorization. In The psychology of the social self (pp. 55-78). Psychology Press.

Singh, J. and Simões, C., 2016. The impact of digital corporate branding on consumer-company identification. In Rediscovering the Essentiality of Marketing (pp. 635-636). Springer, Cham.

Sunstein, C.R., 2018. # Republic: Divided democracy in the age of social media. Princeton University Press.

Timming, A.R. and Perrett, D., 2016. Trust and mixed signals: A study of religion, tattoos and cognitive dissonance. Personality and Individual Differences, 97, pp.234-238.

Ting?Toomey, S., 2015. Identity negotiation theory. The international encyclopedia of interpersonal communication.

Trepte, S. and Loy, L.S., 2017. Social Identity Theory and Self?Categorization Theory. The International Encyclopedia of Media Effects.

Unsworth, K.L. and Fielding, K.S., 2014. It’s political: How the salience of one’s political identity changes climate change beliefs and policy support. Global Environmental Change, 27, pp.131-137.

Vosgerau, J., Scopelliti, I. and Huh, Y.E., 2016. Pleasure, Guilt and Regret in Consumption: Revisiting the Vice-Virtue Categorization in Theories of Self-Control. ACR North American Advances.

Wang, K. and Dovidio, J.F., 2017. Perceiving and Confronting Sexism: The Causal Role of Gender Identity Salience. Psychology of women quarterly, 41(1), pp.65-76.

Weiss, L. and Johar, G.V., 2018. Psychological Ownership in Egocentric Categorization Theory. Psychological Ownership and Consumer Behavior. New York: Springer.

Wilson, J.G. and Beyda, G.J., Advertising com LLC, 2015. Audience targeting with universal profile synchronization. U.S. Patent 9,117,217.

Wolter, J.S. and Cronin, J.J., 2016. Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes. Journal of the Academy of Marketing Science, 44(3), pp.397-413.

Wolter, J.S., Landers, V.M., Brach, S. and Cronin, J.J., 2018. Customer-company identification transfer across service alliances. Journal of Service Management, 29(1), pp.98-119.

Wu, C.H.J. and Li, H.J., 2014. THE STUDY OF THE RELATIONSHIPS AMONG CONSUMER-COMPANY IDENTIFICATION, SERVICE ENCOUNTER FACTORS, AND CUSTOMER SATISFACTION.

Xu, P. and Liu, D., 2017. Product Engagement and Identity Signaling: The Role of Likes in Social Commerce for Fashion Products.

Zeugner-Roth, K.P., Žabkar, V. and Diamantopoulos, A., 2015. Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of international marketing, 23(2), pp.25-54.

Zhang, J. and Mao, E., 2016. From online motivations to ad clicks and to behavioral intentions: An empirical study of consumer response to social media advertising. Psychology & Marketing, 33(3), pp.155-164.