From Belonging to Broadcasting: The Role of Social Identity in Youth-Driven Online Brand Advocacy (Working Paper)

Sabeena Yousuf () and Sara Fahim ()
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Sabeena Yousuf: Jamia Millia Islamia, Research Scholar, Department of Management Studies
Sara Fahim: Jamia Millia Islamia, Research Scholar, Department of Management Studies

A chapter in Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), 2026, pp 155-165 from Springer

Abstract: Abstract In today’s social media–saturated landscape, young people are not just passive recipients of brand messaging—they are active storytellers, curators, and advocates who bring brands to life through their digital identities.

Date: 2026
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DOI: 10.2991/978-94-6239-608-1_9

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