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Toward Adolescents’ Digital Identity Profiles: A Comparison between Quantitative and Qualitative Analysis

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Finding New Ways to Engage and Satisfy Global Customers (AMSWMC 2018)

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Abstract

This article analyzes how adolescents behave on the Internet. Based on the concept of identity, applied to the digital world, we seek to highlight the existence of digital identity profiles. Our methodology combines a qualitative study (n = 19) and a quantitative study (n = 343). The content analysis reveals the existence of three main profiles (and five sub-profiles). Quantitative analysis reveals, using the dynamic cloud method and the hierarchical ascendant, that five profiles segment our sample. After comparing these studies, we show similarities and differences between the profiles on many points (as, e.g., virtual reputation or relationships). We put in place the profiles on a continuum that shows importance of reality and virtuality for each adolescent.

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Author information

Authors and Affiliations

  1. EM Normandie, Metis Lab, Le Havre, France

    Romain Sohier

  2. Normandie University, Caen, France & ESSCA Ecole De Management, Angers, France

    Joël Brée

Authors
  1. Romain Sohier
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  2. Joël Brée
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Corresponding author

Correspondence to Romain Sohier .

Editor information

Editors and Affiliations

  1. Marketing Department, IÉSEG School of Management, Lille, France

    Patricia Rossi

  2. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Nina Krey

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Sohier, R., Brée, J. (2019). Toward Adolescents’ Digital Identity Profiles: A Comparison between Quantitative and Qualitative Analysis. In: Rossi, P., Krey, N. (eds) Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-02568-7_140

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