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Identity in Communities and Networks

Performative identities in online health and fitness communities are key to meeting fitness goals

Performative identities in online health and fitness communities are key to meeting fitness goalsDownload Individuals who are active participants in online health and fitness communities experience greater success in meeting their health and fitness goals when they portray a performative identity of a fit and healthy individual on social networking sites. Firstly, this paper will discuss the role of community in influencing individual members to achieve their health and fitness goals. It will Read more [...]
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Social Networks

How do small creative businesses benefit from making use of social networks?

Abstract Although there are concerns that premeditated and calculated authenticity on social media can cause creative small business to lose their connection with community, self-branding can also strengthen community ties and brand loyalty with customers. This paper seeks to explore how creative businesses are able to succeed by utilising social networks and marketing techniques to make their businesses more publicly visible. These include the use of virtual studios Read more [...]
Categories
Identity in Communities and Networks

Philanthropic organisations and the health system: exploring trust & authenticity in the McGrath Foundation

Abstract The purpose of this paper is to examine the value of health philanthropy in Australia and the use of social media to instill trustworthiness and authenticity in the public persona of a philanthropic organisation’s figure head. This paper takes the position that once trustworthiness and authenticity has been established, it needs to be maintained by building brand identity and forming enduring, meaningful relationships with donor communities. Taking the McGrath Foundation as a case Read more [...]