The Role of Social Media in the Creation of Young People’s Consumer Identities

This article explores how young people construct and express their consumer identities via consumption styles on social media. The importance of commercial content media, such as the postings media influencers advertisers, has been increasing during past years. Framed by theories identity, comparison socialization, we analysed focus group discussions with 15 to 19-year-old teenagers in Finland ( N = 35). results reveal that participants had a clear understanding identities: what kind consumers they were did not want be. styles: luxury brand-oriented, trendy second-hand sustainable, heavily affected particularly influencers. Although our sample was rather small, consistent other studies, provided deeper important role people’s styles. Thereby, research brings more tightly into process consumers’ identity formation. For today’s people, is major part which greatly should be acknowledged actors, educators policy makers.