Despite the fact that social media offers consumers opportunities to connect with each other, little work has focused on how what consumers do on social media interacts with why they do it to impact their feelings of connection. Further, the extent to which these social media interactions occur...

When do people consider their social media groups to be important to their identities? Despite the long history in social psychology of measuring importance of a particular group to one’s identity and the meteoric rise of social media usage, research has yet to address the relationship between...