Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

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From Belonging to Broadcasting: The Role of Social Identity in Youth-Driven Online Brand Advocacy (Working Paper)

Authors
Sabeena Yousuf1, Sara Fahim2, *
1Research Scholar, Department of Management Studies, Jamia Millia Islamia, New Delhi, India
2Research Scholar, Department of Management Studies, Jamia Millia Islamia, New Delhi, India
*Corresponding author. Email: sarafahim786.sf@gmail.com
Corresponding Author
Sara Fahim
Available Online 10 March 2026.
DOI
10.2991/978-94-6239-608-1_9How to use a DOI?
Abstract

In today’s social media–saturated landscape, young people are not just passive recipients of brand messaging—they are active storytellers, curators, and advocates who bring brands to life through their digital identities.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
10 March 2026
ISBN
978-94-6239-608-1
ISSN
2352-5428
DOI
10.2991/978-94-6239-608-1_9How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sabeena Yousuf
AU  - Sara Fahim
PY  - 2026
DA  - 2026/03/10
TI  - From Belonging to Broadcasting: The Role of Social Identity in Youth-Driven Online Brand Advocacy (Working Paper)
BT  - Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
PB  - Atlantis Press
SP  - 155
EP  - 165
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-608-1_9
DO  - 10.2991/978-94-6239-608-1_9
ID  - Yousuf2026
ER  -