Digital Self

One could say that our ‘digital self’ acts as form of self-expression amongst the digital world, a way of showcasing our lives and who we are, or at least what we perceive to be an accurate representation of our true self. Others might argue that our digital self acts as a façade or coping mechanism to protect us from the real life anxieties and insecurities we face.

To be honest, I think we can all admit that at least one point in time we have questioned whether or not to post that caption, that photo or that video which grants the entire world access to analyse the fragile and intimate elements of our lives that define us as humans. Scary right? As (Consumer Behaviour 2018) puts it, “You are what you post” has certainly become one mainstream view towards grading ones self-integrity and online/offline image.

The digital self concept has inherently seen the overwhelming rise and success of social media personalities also known as “influencers”. With followings worldwide, it seems consumers are actively choosing to follow other online identities and communities who illustrate compatible characteristics and interests that they fondly associate with. For example, YouTube has provided everyday people access to plight their voice amongst a mass audience without the production costs like traditional communication mediums.

In today’s technological driven world, digital identities have proven to act as a pioneering force for shifting consumer behaviour patterns. Instantaneous documentation and sharing of information from one digital self to another is transforming how consumers make informed decisions. “Influencers” are now recommending “followers” their holy grail, go-to, and genuine love for products which they can’t live without, seeing online consumers conform to both the complex societal norms and ever-changing trends of worldwide internet users. I guess we could say that consumers are progressively moving away from traditional forms of sales promotion services and the added pressure to purchase products on the spot.

Our online voices have enabled consumers greater flexibility and time to think, process and easily compare products simultaneously. I believe consumers are not necessarily choosing products based off their core function, but rather for its online popularity and recognition. So, what does this mean? Well the ongoing pressure to stay in touch and conform to online trends may be feeding those feel good purchases and need for online attention when you post that picture of your new $300 pair of shoes.

I believe the digital self concept is only heightening and encouraging consumers to choose products which act as an extension of who we are, what we stand for and how we choose to present ourselves to the world.