The internet. We mostly live in it. We wake up, check our Facebook profile or Instagram page, and as we turn over, we see our loved one doing the same. We go to work where most of us will be glued to a screen for most of the day while checking our device. Even things you didn’t know was a social media experience are now. So what do you mean the internet affect my identity? I hear you say. Well, dear reader let me explain. See your social media is fragmenting the way you imagine yourself. For example, all the cool young kids are on Instagram, so there you’ll want to be received as young and on-trend. Whereas on Facebook you have all your work colleagues and there you can’t be posting drunk selfies of yourself holding that kebab on the toilet at 5 am. It’s a hilarious picture, but you don’t feel that your boss and aunt Jean would feel the same. That is where you are splitting yourself, and this is where your consumer identity comes into play. See Facebook knows you, knows

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