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The Effects of Social Networking to the Study Habit of 3rd Year Him Students

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CHAPTER II
Review of Related Literature and Study

Related Literature
Foreign Literature Marketing scholars Schau and Gilly (2003) write that, “we may indeed be what we haveself-presented, but we are also a great deal more” (p. 387). The research of this study exploresthe reasons why Facebook users are prone to emphasize particular aspects of their identity and“remove tags” from areas inconsistent with their constructed being.

Engaging in online identity construction allows users to define themselves by more thanjust their actual identity schemas, labels we place on ourselves (e.g. student, mother or husband).Instead, Facebook provides users the opportunity to share interests, ideas (blog), appealingimages, and their identity amongst a public network. Users manage forums such as Facebook toproduce their desired image by communicating through symbolic, digital stimuli. In what Schau and Gilly (2003) refer to as “authenticating acts or self-referential behaviors, users feel free toreveal their true self, and frequently multiple selves” online (386). In this manner, users select the best representations of themselves to strengthen the link between their actual and their ideal(desired) identity. Creating an online representation of oneself with linguistic content, imagery and brand associations, users consider their self-concept, “our mental conception of whom we are” (Hoyer and MacInnis, 2007, p.54). With their self-concept schema; users are prone to activate the ideal identity schema. This schema describes “how the identity we seek would be realized in its ideal form” (Hoyer and MacInnis, 2007, p.55). For users, these cognitive processes underlying self-concept schemas lay the foundation for the way Facebook users construct their identities.

The social actions required for self-presentation are material-oriented and depend largely on individuals…...

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