Toward Adolescents’ Digital Identity Profiles: A Comparison Between Quantitative and Qualitative Analysis

Romain Sohier () and Joël Brée ()
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Romain Sohier: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Joël Brée: ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: This article analyzes how adolescents behave on the Internet. Based on the concept of identity, applied to the digital world, we seek to highlight the existence of digital identity profiles. Our methodology combines a qualitative study (n = 19) and a quantitative study (n = 343). The content analysis reveals the existence of three main profiles (and five sub-profiles). Quantitative analysis reveals, using the dynamic cloud method and the hierarchical ascendant, that five profiles segment our sample. After comparing these studies, we show similarities and differences between the profiles on many points (as, e.g., virtual reputation or relationships). We put in place the profiles on a continuum that shows importance of reality and virtuality for each adolescent. © 2019, Academy of Marketing Science.

Keywords: Adolescents; Digital identity; Profiles (search for similar items in EconPapers)
Date: 2018-06-27
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Published in AMSWMC 2018: Finding New Ways to Engage and Satisfy Global Customers, Academy of Marketing Science World Marketing Congress, Jun 2018, Porto, Portugal. pp.144-174, ⟨10.1007/978-3-030-02568-7_140⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02022262

DOI: 10.1007/978-3-030-02568-7_140

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