Facebook represents a way for individuals to continue their offline relationships and conversations in an online medium (Hollenbeck &Kaikati, 2012). This convenient toolbox allows users to congregate into like groups and therefore continuously reinforces an array of meaningful associations strengthening an identity. However, it is important to recognise that this can also create ‘not me’ identities as Hollenbeck and Kaikati, (2012) states which can have a negative effect on the engagement with a brand.
via Find out what drives us social media users to Like or Unlike Brands on Facebook | Emily Gailer.