Show simple item record

dc.contributor.authorMurphy, Stephen
dc.date.accessioned2021-01-29T17:29:28Z
dc.date.available2021-01-29T17:29:28Z
dc.date.issued2018
dc.date.submitted2018en
dc.identifier.citationO'Leary, K., Murphy, S., Moving beyond Goffman: The performativity of anonymity on social networking sites, European Journal of Marketing, European Journal of Marketing, 2018, 53, 1, 83-107en
dc.identifier.otherY
dc.identifier.urihttp://hdl.handle.net/2262/94885
dc.descriptionPUBLISHEDen
dc.description.abstractThis paper aims to explore consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social networking and also considers the ways in which anonymity impacts consumers? self-performances on SNS. Design/methodology/approach The study used a netnographic approach to explore Yik Yak across eight universities in Ireland and the UK. Data are based on observation and participation on the app. Screenshots on smart phones were the central method used to collect data. Data also included 12 in-depth interviews. Findings Young consumers are becoming fatigued by the negative effects of self-presentation on many SNS. By enabling consumers to engage in what they consider to be more authentic modes of being and interaction, Yik Yak provides respite from these pressures. Through the structures of its design, Yik Yak enables consumers to realise self-authentication in anonymised self-performances that engender a sense of virtue and social connection. Practical implications This research highlights the potential value of anonymous SNS in fostering supportive dialogue, concerning mental health amongst post-millennials. Originality/value By invoking a performative lens, this paper extends a novel theoretical approach to understandings of identity formation within consumer research. By highlighting anonymity as a dynamic process of socio-material enactments, the study reveals how consumers? self-performances are brought into effect through the citation of various discursive arrangements, which promulgate distinct understandings of authenticity.en
dc.format.extent83-107en
dc.language.isoenen
dc.relation.ispartofseriesEuropean Journal of Marketing;
dc.rightsYen
dc.subjectAuthenticityen
dc.subjectPerformativityen
dc.subjectSocial networking sites (SNS)en
dc.subjectAnonymityen
dc.subjectFacebook fatigueen
dc.subjectNetnographyen
dc.titleMoving beyond Goffman: The performativity of anonymity on social networking sitesen
dc.typeJournal Articleen
dc.type.supercollectionscholarly_publicationsen
dc.type.supercollectionrefereed_publicationsen
dc.identifier.peoplefinderurlhttp://people.tcd.ie/smurph49
dc.identifier.rssinternalid223200
dc.identifier.doihttps://doi.org/10.1108/EJM-01-2017-0016en
dc.rights.ecaccessrightsopenAccess
dc.subject.TCDThemeDigital Engagementen
dc.subject.TCDThemeDigital Humanitiesen
dc.subject.TCDThemeInclusive Societyen
dc.subject.TCDThemeTelecommunicationsen
dc.subject.TCDTagConsumer behaviour, societyen
dc.subject.darat_thematicCultureen
dc.subject.darat_thematicSocial exclusionen
dc.subject.darat_thematicSocial participationen
dc.status.accessibleNen


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record