ROLE OF SOCIAL MEDIA AND DEMOGRAPHIC FACTORS ON CONSUMER IDENTITY CONSTRUCTION

Conceptual Framework














Virtual
Interaction
Purchase
Behavior
(Output)

Consumer
Perception
(Input)

Demographic
factors

Organizational
Distinctiveness
Consumer
Identity
Organizational
prestige

Association
level
Post Purchase
Behavior

TENURE

Hypothesis
In the First hypothesis we show the positive relationship between organizational distinctiveness and consumer perception.
Organizational Distinctiveness means the distinctiveness of the values and practices of any groups in comparison to the other groups
(Ashforth, 1989). In it organization differentiates a certain group from other groups and provides a specific identity to that group
(Ashforth, 1989).
H
1:
Perceived Support positively affect the consumer perception about the organization.
Hypothesis 2
Identity Synergy means that organization facilitates more than one identity of an individual at the same time (Fombelle, 2011).
Identity synergy has the positive relationship with the Consumers perception about the organization (Fombelle, 2011). Identity
synergy increase consumers wants to purchase the products or brands (Fombelle, 2011). If a cellular company offers the facility of
video conferencing to their business customers to fulfill their business man identity as well as providing free Family Numbers call
packages to Fulfill their parents or spouse identity then consumers draw a good perception about the company in their minds.
H
2:
Identity synergy positively affects the consumer perception about the organization.