The use of Facebook to explore self-concept: analysing Colombian consumers

Purpose This research aims to explore the way companies can use social network sites, in particular Facebook, to understand the elements of the actual and ideal-selves of their target market. An important issue is whether the brand’s personality should match consumers’ actual or ideal-self; this complex decision depends on specific characteristics of target markets and products. Design/methodology/approach Photo-elicitation and in-depth interviews were carried out and applied to 15 interviewees. This exploratory phase seeks to broaden the understanding of the phenomenon clarifying important concepts through the users’ rich descriptions and explanations. A primary exploratory qualitative research is conducted, as there is only little information available to answer the research question. Secondary data have also been used to support or contrast the findings with those made by other authors Findings The results indicate that Facebook users construct their virtual identity with elements from both the actual and the ideal-self, although they predominantly stress those aspects, which make them look more socially desirable. Each Facebook feature is used with different intentions, and that is why different elements of the self can be extracted from each. Practical implications Companies can enhance emotional connections with consumers by applying “self-congruence”, which refers to the correspondence between the consumer’s self-concept and the brand’s personality. Originality/value To analyse the empirical findings, the paper draws on the self-concept, brand personality and self-congruence theory. More particularly, on Facebook representations and its relationship with the way people think about them and the manner in which they are expressed.