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

Advances in economics, business and management research/Advances in Economics, Business and Management Research 2026 Book chapter Open access

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Authors: Sabeena Yousuf, Sara Fahim
DOI: 10.2991/978-94-6239-608-1_9
Cited by: 0
References: 4

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.

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies

Publication details

Journal / source
Advances in economics, business and management research/Advances in Economics, Business and Management Research
Pages
155–165
Publication date
1 January 2026
Language
EN
Document type
Book chapter